Was talking to a couple of Germans last summer who supported some small East German team... anyway, they said that their club promotes "happy hour" and the ground is full 2 hours before kick-off.
If the club marketed a similar thing as a proper beery-laddish-cheapo-pre-match-booze-fest (stick some birds in bikinis on the telly, get some slags to serve the drinks etc..) I think it could be quite successful. Unfortunately, in this PC gone mad, Guardian hugging, tree wearing world we live in it's probably not going to happen.