The Netherlands did not even make the tournament, and Japan exited at the conclusion of the first round, but players from both countries may be the biggest beneficiaries of the Rugby World Cup. As Dutch Heineken controls DB and Japan’s Kirin owns Lion, the recorded boom in beer sales for these two brewery giants will be a profitable outcome for both.
Lion has already claimed sales for September were up 38% on the same period last year, with the specially released world cup packaging of Steinlager (the white cans) delivering an 80% growth for the year ending October 1,2011.
DB Breweries are also claiming sales are up on the same period last year.
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