Millions of extra pints in England, stores emptied in South Korea and sales up in Japan - beer consumption has soared during the World Cup after falling globally in recent years.
Japanese brewers hope this year's World Cup in South Africa will reverse a previous downturn, after seeing sales fall by four per cent since the last World Cup in Germany in 2006.
In China, the world's biggest market for beer, the amber nectar has been flowing freely since the beginning of the tournament, especially in large cities.
During South Korea's June 17 game against Argentina, shops from the GS25 chain sold 345,000 bottles or cans of beer in South Korea - a 123 per cent increase on the previous week. In England, one of Europe's main beer-drinking nations, the pubs have been full throughout the tournament, according to the British Beer and Pub Association (BBPA).
German brewers said that the national team's fortunes would boost their own and in South Africa, the host country, brewer SABMiller has built up reserves to avoid its stock selling out.
