In the stadiums, hostesses provide the supply. They work for an Australian company, which was urgently called by the organizers to provide this service.
For the first time in the history of the competition, hostesses sell beer in the stadium bays, as is done in baseball games in Japan. All in uniform, stamped in the colors of the World Cup partner, they carry a backpack that holds 40 cans and weighs 17 kg.
"It's not too heavy, because the bag has been specifically designed for that. The problem is the opening of the cans. It hurts the fingers in the long run "explains one of the 307 salespeople employed for the Australia-Wales match, for which 62,000 cans were planned.
The ballet of these hostesses and their supply are provided by a small company … Australian Global Hospitality Group (GHG), specializing in the sale of food and beverages at major events.
In Japan, the production of the beverage from the world's second largest brewer is provided by the local brewer Kirin, which has planned to prepare 1.5 million liters for the entire competition, to be bottled in cans, bottled and bottled. pressure.
Delivery to the stadium is carried out by the venerable Kokubu family house – created in 1712 in the Nihonbashi shopping area in Edo (formerly Tokyo).
The last step is therefore provided by GHG. The company was contacted in a hurry in February after the organizing committee realized that it was going to disaster, for lack of an adequate organization for the sale of beer.
"We are used to working in an emergency"
GHG had to find premises, create a structure before the month of June and learn to work in the complex universe of the Japanese distribution.
"We are used to working in an emergency. For Rio Olympics, we were contacted in November of the previous year. We are very flexible, which makes things easier "explains the director, Peter Wright.
In fact, since the beginning of the competition, while the distribution of water and the sale of food have gone so far as to incite the organizers to accept that the public brings its food to the stadium, the beer has never missed, because, savor a good connoisseur of the sector, "GHG is able to accurately estimate needs, a unique know-how".
The calculation is done according to the matches. For South Africa-New Zealand, on September 21st, 75,000 cans were planned. For the now historic Japan-Ireland of September 28, there were 30,000 and for Australia-Wales, 62,000 because, as Mr. Wright said, "With the Irish, and although we were a little surprised by the consumption of Americans, the Welsh are among the biggest consumers". Especially when they win.