Cheers! Sapporo taps into rugby fans' thirst for beer
Excitement is building in Sapporo as the northern Japanese city prepares for an influx of rugby union fans.
80,000 of them are expected in the city over the coming weekend (September 21-22) as the rugby World Cup kicks off.
Local bars and brewers are licking their lips.
The surge in visitors is expected to see demand for beer go through the roof as thirsty tourists socialize and watch matches in bars.
City officials hope this weekend's rugby matches - Australia v Fiji and England v Tonga - will help bring in $44 million of revenue to Sapporo's economy.
The Brian Brew Irish pub is ready for the rugby fans - and the spending they might bring.
(SOUNDBITE) (Japanese) LANDLORD OF BRIAN BREW IRISH PUB, RYUSUKE HASEGAWA, SAYING:
"We are talking about having a special operation for the World Cup, such as opening early. I hope that supporters from England and Australia will enjoy beer combined with sightseeing in Sapporo and watching rugby."
Sapporo experienced the soccer World Cup in 2002, when English, Argentinian and German fans visited the city.
The Brian Brew pub ran out of beer back then as demand soared.
The landlord is determined not to get caught short again.
(SOUNDBITE) (Japanese) LANDLORD OF BRIAN BREW IRISH PUB, RYUSUKE HASEGAWA, SAYING:
"We have experience from 2002 FIFA World Cup when, actually, we sold the equivalent amount of one-month's worth of sales in three days. That was soccer. Rugby fans drink more."
The barkeeper says this time, he hopes to do a month's sales in just one day.
