The South African Breweries (SAB) has outlined details of its preparations to ensure the country is fully stocked and supplied with beer during the forthcoming FIFA World Cup tournament.

With an estimated 450 000 visitors expected to visit the country during this period, and with an anticipated 4-6% increase in demand for beer over the five week World Cup period, the brewer is finalising detailed plans to make certain that the country is well stocked and supplied.

While it is anticipated that South Africans and foreigners will support the soccer matches at the official stadiums, the majority of people are expected to watch the games at home, in sports bars and taverns as well as in fan fests and viewing sites around the country.

SAB has a total of 7 breweries located around the country which are all near the host cities and its ability to distribute across all types of trade and channels is world class. Last year SAB brewed about 25-million hectolitres of beer, and company tends to see an increase in demand in the summer months (November, December, January) while the winter months (June, July, August) tend to be slower.

SAB has taken the incoming visitors and their thirst levels into consideration, and has built in additional stock for South Africans who will support the event and spend more time chilling around the event than they normally do in June and July.

To do all of this, SAB will increase its brewing in April and May ahead of the event to ensure there is reserve stock, ensure that the taverns on route to and from the stadium are well-stocked, there will be refrigerated vans with stock on standby in key match areas to ensure that thirsty fans can always get an ice cold beer. SAB has also set up dedicated telephone numbers whereby customers can dial in should they require emergency supplies.

“Although we are expecting fewer visitors to South Africa than Germany did, we are expecting South Africans and tourists to get behind their team as well as African teams and enjoy themselves, and we are preparing for an increase in beer sales of about 4% - 6%," Hewitt said. "Our plans are in place to accommodate this increase, so football fans can relax, there will be plenty of beer."