Cup Match fans are unlikely to go thirsty — despite a ban on bringing your own booze to the event.

Five container loads of liquor were being unloaded at Somerset Cricket Club yesterday as a two-storey mega bar was erected at the boundary’s edge.

Production company 441 Productions, which has exclusive rights to run the bars at this year’s game, has shrugged off criticism over the commercialization of Cup Match.

Andrew Holmes said the company was taking the event to the next level.

And he said once people saw what was on offer at this year’s event they would recognize that the changes were a step forward.

Plot holders have already put in their booze orders and will have their stash waiting for them when they arrive at the game.

Regular fans will be allowed to place bulk orders  — anything from a six pack to a case of rum — before 9am. After that the bars open and the prices will go up.

Somerset partnered with 441 for the event in a bid to increase its profits. The changes mean the club, which says it loses out financially on Cup Match, will get some of the takings from every drink.

Mr. Holmes said some concessions had been made to public opinion and ice, water and soft drinks would now be allowed into the ground.

But he said the less people brought, the easier it would be for security staff to check bags and coolers and keep lines to a minimum.

He said 441 had put its reputation on the line and was determined to keep fans happy throughout.

“We’ve got a large team of young Bermudians and we are going to bust our asses to make this a memorable Cup Match.

“Yes the tradition of bringing your own booze to Cup Match has gone but this is no different from any other sporting event in the world.

“We are not trying to undermine the way people enjoy the event, we are trying to enhance it.”

He said his company had plenty of experience at catering big events having provided a similar service at the Bermuda Music Festival and a handful of sailing events.

He insisted there was ‘no chance’ of running out of booze or ice and said the arrangement would make things easier for fans who no longer had to lug coolers full of drink to Somerset.

“Up until 9am we will operate like a supermarket with supermarket prices — after that the bars will be up and running,” he added.

Mr. Holmes said several businesses, including Somerset retailers, had also been offered the opportunity to be involved.

“We didn’t go to the cricket club and solicit this business — the club approached me after approaching a number of other businesses.

“It is a big undertaking and I had to think long and hard before I decided to do it. I know some people were upset but in the interests of moving the thing forward and earning the club some money I took it on.”