The company that makes and distributes Heineken beer in Japan said Tuesday it is eyeing a year-on-year sales rise of about 70 percent between September and November, when the country will be hosting the Rugby World Cup.

Heineken Kirin K.K., an affiliate of Kirin Holdings Co., expects demand for beer to surge because of the many rugby fans who are due to visit from overseas to watch the tournament. Heineken is the official beer sponsor of the Rugby World Cup.

Rugby World Cup organizers say the sport and beer are "perfect together" as beer consumption tends to be higher during rugby matches than for other sporting events.

Kirin Brewery Co. plans to raise Heineken beer production in September by some 80 percent from a year earlier.

"We'll try not to run out of stock no matter what," the firm said.

Dutch brewer Heineken NV has the sponsorship rights to the Rugby World Cup, which is to be held in cities nationwide from Sept. 20 to Nov. 2.