Thirsty punters are suffering hefty soft drinks costs at Rugby World Cup Fan Zones around the country, because a set price of $5 a bottle has been forced on vendors.
It's expensive, even by Auckland standards.
At a dairy across the road from The Cloud, the same 600ml bottle costs only $3.50 and the highest price along the Viaduct, never the cheapest venue, is only $4.
Food and drink vendors told the Herald on Sunday they would prefer to sell soft drinks at the usual rate, as they believed it was better for business.
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Coca-Cola, an official RWC sponsor, has exclusive soft drinks rights in the fan zones and stadiums but did not "dictate or determine" price. This was set by Auckland Council's RWC arm, with input from central government and caterers.
RWC 2011 communications manager Simon Roche said: "We believe the pricing is in line with other major events venues."
Security restrictions prevent fans taking in their own drinks.
Earlier this year, International Rugby Board boss Mike Miller pleaded with businesses not to inflate prices during the tournament, and Commerce Commission enforcement manager Greg Allan said any that tried to "make hay while the sun shines" could irreparably damage New Zealand's reputation.