Beer sales through the roof and profit off overseas

Fans have lapped up Heineken and Steinlager. Photo / Shenaye Campbell

The country's two major breweries say the tournament has been a boon for sales so far.

However, those companies - Lion and DB Breweries - are foreign-owned, with their profits siphoned off to overseas shareholders.

Auckland-based Lion said volume for its top 10 beer brands - which include Steinlager, Lion Red and Stella Artois - was 38 per cent higher last month, compared with the same period in 2010.

External relations director Liz Read said more than three million Steinlager "white cans" had been sold. The limited edition cans were released to coincide with the tournament and hark back to the All Blacks' successful 1987 World Cup campaign, when the beer was sold in a white can.

Read said the company's biggest-selling premium beer brand, Steinlager Classic, had seen almost 80 per cent volume growth in September, year-on-year. It was also the biggest month for Steinlager tap sales since March 1997, she said.

Read said Steinlager, as a total trademark, had out-sold official World Cup sponsor Heineken - brewed under licence by DB Breweries - in supermarkets during the tournament, according to data from market research firm AC Nielsen.

And tap volumes for Irish beer Guinness, which Lion manufactures under licence, were 159 per cent up on the same period last year.

"Every day, for three weeks, was a bit like a St Patrick's Day [for Guinness sales]," Read said.

DB Breweries managing director Brian Blake said sales since the event began were up on the same period last year.

"Driving sales is the fact Heineken and Amstel Light are the only beer offerings in stadia and official fan zones, but retail sales are also strong with rugby fans obviously taking the opportunity to enjoy a couple of beers at home while watching games," he said.

And it's not just the big brewers that have been benefiting from the event.

Sunil Unka, marketing manager for Blenheim-based craft beer maker Moa, said the firm saw a 56 per cent spike in sales in September, compared with August.

"That's a fairly significant sign that the Rugby World Cup has had a positive effect for us," he said. "We won't be surprised to see similar [sales] in October, especially once we beat the Aussies on Sunday."