Beer companies are kicking into top gear as football fans in Hong Kong settle in for three weeks of late-night matches on television. Local favourites San Miguel and Carlsberg expect a surge in demand.
'We are expecting a 15 per cent increase in overall volume,' a spokeswoman for San Miguel said, adding the local brewery had raised production orders to satisfy thirsty fans. Carlsberg, the official sponsor of Euro 2004, is predicting a 20 per cent rise in beer consumption. The company has ordered extra stock from Denmark.
However, not everyone is expecting the beer to flow so freely, as the games do not kick off until midnight, Hong Kong time, with some not starting until 2.45am. One bartender said: 'There might be a few more guys coming in to watch the game, but if we catered to them we would have to wait till the game finishes in the wee hours of the morning. It's not worth it.'