Pubs and brewers have been among the winners of the Rugby World Cup, with licensees hoping that England can make it all the way to the final this weekend.
Greene King Brewing Company is predicting that Saturday's match between England and France will be the most widely-watched rugby game of all time in the UK - with many fans watching it in their local.
Marketing director Fiona Hope said: "A huge number of people will be watching it in the pub, and with our biggest ever on-trade promotion, they'll be watching it with a pint of Greene King IPA, the Official Beer of England Rugby, in their hand".
Shepheard Neame sales and marketing director Graeme Craig said the tournament had brought a buzz around pubs and beer.
"It's been great to bring news and interest back into the calendar and it's been a reason to draw people into pubs and experience an atmosphere," he said. "It's been a really positive outcome, and our pubs have seen a much stronger performance in ale than in lager."
New Zealand licensee Buzz Cousins is not quite so happy - he has to live up to his word and keep a promise to streak after his team the All Blacks got beaten by France!
His official unveiling will take place down the main road outside his pub, the Dog & Pheasant in Brook, Surrey, on New Year's Eve.
He said: "We've got a black tie dinner so I have got to get my kit-off and run down the A286 with fireworks going off. It won't be a pretty sight."
Cousins admitted, with difficulty, that England might now win the World Cup.