Football supporters in the UK are expected to down a staggering nine million extra pints of beer during England's first three qualifying World Cup games.
The pub industry is bracing itself for a footie-frenzy that will kick off tomorrow (9 June) when World Cup hosts Germany tackle outsiders Costa Rica in Munich.
The British Beer & Pub Association (BBPA) predicted England's first three games alone would see the country's average 18 million pints a day soar dramatically.
This, combined with food sales, will generate an additional £25m to £30m revenue for the industry. A BBPA spokesman said: "If England gets any further, we expect those figures to go through the roof."
But he added: "Pubs have been working on this now for over a year and will use a range of measures, such as increased door security, entertainment, food offerings and calming music after the games, to make it safe and enjoyable for everyone."
A spokesman for Punch Taverns, which operates 9,500 pubs, said: "It's essential during such a high-profile event that we trade responsibly and ensure that everything remains safe."
Culture Secretary Tessa Jowell agreed. She warned the tournament would prove the "supreme test" for the Government's new licensing laws, adding: "A nationwide programme of policing and enforcement", would be rolled out during the competition.
Young's Brewery in London was more cautious, however. A spokesman said: "There's no way of predicting how much extra beer we will sell, if any. It depends mainly on how England performs - and the weather."
Meanwhile, Germany is expecting more than three million visitors from 72 countries during the World Cup. After the past four years of economic stagnation, it is hoped the event will generate £6.4b of additional revenue and create 50,000 new jobs.
Hotels in the 12 host cities are currently achieving average room rates of €186 (£128). Occupancy is expected to be about 60% throughout the tournament and 100% for match days. More than one million hotel nights have already been booked.
Horst Schmidt, the World Cup Organising Committee's senior vice-president, said: "The level of bookings has been extremely pleasing and has exceeded expectations."
A Home from home for England's football stars?
The 2006 England team is staying at the luxurious Schlosshotel Buhlerhohe in the Black Forest mountains. Forty large plasma TV screens have been shipped in for the event, along with table-tennis tables, darts' boards and a special king-size bed for 6ft 7in England striker Peter Crouch.
Other home comforts being imported for the squad include:
- 270 boxes of cereal, including Coco Pops, Frosties, Alpen and All Bran
- 1,620 regular Jaffa Cakes plus 720 mini variety
- 75 pints-worth of Birds Instant Custard mix
- 200 muffins
- 840 Benecol drinks
- 48 toothbrushes
- 194 Suntan protection products
- 24 cans of hair-styling mousse
- 100,000 England fans are expected to travel to Germany for the World Cup
- Three million people regularly watch Premiership footie in pubs
- Extra consumer spending will boost the UK economy by £1.25b
- 19,000 people applied to the FA for tickets
- Black-market tickets for the final are reportedly on sale for £2,850
By Emily Manson