How to use Rugby Six Nations to get customers to your pub

Three in four rugby fans watch their home team play in the Six Nations in pubs and bars. Here's how to get them into your venue.

Hot on the heels of the World Cup, it’s time to dust off your TVs and restock ready for six weeks of action from 2 February to 16 March.

When England, France, Ireland, Italy, Scotland and Wales face off in the Six Nations, there are no holds barred on or off the pitch. During the 2023 Rugby World Cup, fans powered through 16% more matchday drinks on average than equivalent days. With beer and cider sales up throughout the tournament by 22%*.

Venues in Scotland and Wales were also prolific – especially on days when both were playing –with figures increasing by 22%
and 24% respectively. With more than a third of sportslovers typically watching rugby in pubs or bars*, there’s a good chance you’ll make a conversion and they’ll return for the football.

Plus, Six Nations fans spend 27% more than the average consumer** on beer and snacks. So make it fun, good value and patriotic for all and you’ll be onto a winner.

England – John Smiths

More than 165 million pints of this malty bittersweet ale are downed every year in the UK. Perfect with a roast, pie
or savoury snack.

Ireland – Guinness

Rich and creamy, this is the classic accompaniment to any rugby tournament and is now also available with 0% alcohol.

Italy – Birra Moretti

A cereal and citrus taste make this beer perfect with pasta, but Luigi Moretti first brewed it “to be enjoyed with great food and great company” in 1859. So the rugby is a perfecto excuse.

France – Kronenbourg

Crisp, fresh, slightly bitter with subtle fruitiness, this is the complex beer of Les Bleus. Guaranteed to get customers through an afternoon of scrumming down in style.

Scotland - Belhaven Bitter

At 3.2% this is a wonderfully balanced, refreshing and smooth session malty ale
with toffee and caramel notes. Ideal for a double header.

Wales – Rev James Ale

Named after brewing legend the Rev James Buckley, this is a rich, well-balanced beer with a mellow malty taste then a clean, refreshing finish.

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