The teams will each create a beer with a local brewer, with the pub that sells the most of the limited edition beer throughout the tournament crowned the winner.
Team East will collaborate with the Redchurch Brewery to create keg beer the Sin Bin Session Ale, while Team West is hooking up with Sambrook’s to make the Hoppy Hooker, a cask ale.
The group insists that although the east team has only got three pubs against the west’s four, it will be a fair fight because its Tower Bridge, Seething Lane and Columbia road sites are ‘monster beer pubs.’
This year’s Rugby World Cup has already proved controversial after the police and council told Twickenham pubs not to allow entry after 10pm, meaning fans attending late kick offs will have to travel outside the borough.
Fullers has described the policy as ‘confusing and disingenuous’ and says it plans to open as normal.