Japan: Sports Sponsorship Fuels Beer Consumption

Beer consumption in Japan is projected to rise by about 70% between September and November. The reason is Japan hosting the Rugby World Cup for which global beer giant Heineken is an official sponsor.
The Dutch multinational beer giant Heineken owns the sponsorship rights to the Rugby World Cup, which is to be held in cities across Japan from September 20 to November 2, 2019.
Heineken, the second largest beer producer worldwide, expects demand for beer to surge because of the many rugby fans who are due to visit from overseas to watch the tournament. Preparing for this, the brewery plans to increase production by 80% for September compared to the same time last year…

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