BEER, beer, beer and more beer. A few games of rugby, some dancing, chanting, daft hats and beef pies thrown in, and the Sevens weekend kicked off. Fans queued from 6 am yesterday to grab a seat in the south stand before action began at 11 am. In total 30,000 spectators were expected to turn out for the 21st Cathay Pacific/Hongkong Bank Rugby Sevens at the Hong Kong Stadium. While the top names of the corporate world took to their lofty boxes and families settled comfortably in the upper decks, the 'party stand' at the south end took on a life of its own. Costumes, painted faces, flags and nationalist fervour were themes of the day and first-timers took to the drinking tradition like fish to water. New Zealanders Paddy Callesen and William Smith, both in their 'mid-30s', said they had adapted to the sporting spirit in the stadium. They said they were 'well-practised' as far as drinking was concerned. Gavin Mackenzie, 27, flew from Aberdeen, Scotland, for his debut in the stands. With his tartan bonnet and saltire-painted face, he slurred 'brilliant' when asked how he found his first Sevens. 'It's a three-day party,' he said, confident he would demolish 'a hundred pints' in the process. Icon of the Sevens, the Pie Man, could be spotted weaving through the crowds, beer in one hand and a large, plastic female doll in other. Revellers danced, chanted and hurled insults. Mobile phone users were a favourite target, with the crowd pointing and chanting abuse whenever ringing was heard. Security staff, this year boosted by almost 20 per cent, were strict in ensuring aisles were kept clear.