Thousands of rugby fans ditching beer in favour of whiskey ‘on the ruc

For rugby fans, beer has long been their choice of matchday tipple, with teammates or fans sharing a few pints as an integral part of the ritual.

But times may be changing, as a survey of 2,000 rugby fans in the UK commissioned by Buffalo Trace Kentucky Straight Bourbon found 85% are open to drinking something other than beer during a match.

It’s not only fans turning away from the traditional rugby beverage – it’s top players as well.

Elliot Daly, PREM Rugby player at Saracens, said: “Matchdays are all about rituals, whether that’s on the pitch or in the pub. But fans are more open than ever to trying different serves and premium drinks as part of the occasion.”

To offer fans a new choice of refreshment, Buffalo Trace have created the ‘Hidden Den’ – a secret bourbon bar inside beloved Twickenham watering hole The Fox for the rugby PREM Final day on Saturday, June 20.

The move follows research showing significant appetite for whiskey-focused experiences among rugby supporters.

More than seven in ten (72%) rugby fans said the idea of discovering a hidden whiskey bar on a matchday would appeal to them while 80% were interested in dedicated exclusive drinks spaces.

Thereafter, 77.5% also expressed interest in whiskey-based drinks at sporting events.

Praising the move, Daly added: “The Hidden Den is a brilliant idea because it adds something unexpected to the matchday experience while still keeping that social atmosphere rugby fans love.”

Tucked away inside one of Twickenham’s busiest and most famous rugby pubs, the Hidden Den will provide a much-needed moment of tranquillity before fans are hit by the noise of the crowd and the sight of the sport they love.

Behind the pub’s main function room, a space typically used for storage has been transformed into a fully realised bourbon bar. Inspired by the bourbon brand’s Covent Garden tasting space, Buffalo Trace Distillery London, it features solid oak finishes, warm ambient lighting and a relaxed, rugged feel.

Inside, fans can enjoy signature highballs as well as Buffalo Trace & Ginger, offering a sophisticated twist on matchday drinks.

Lorenzo Farronato, Buffalo Trace European Marketing Director, added: “Great matchdays are built around stories, atmosphere, and the places people remember sharing special moments in.

“We wanted to create something that felt like a hidden gem for fans to discover during one of the biggest weekends in rugby, and that spirit of discovery has always been part of the Buffalo Trace story.”

Guests at the Hidden Den will be among the first to sample Buffalo Trace Kentucky Straight Bourbon Whiskey as the official spirits partner of PREM rugby.

It’s the third-oldest continuously working distillery in the world, behind Northern Ireland’s Bushmills and the wellspring of Barbados rum, Mount Gay.

With roots dating back to 1773, Buffalo Trace has been honouring its craft since Kentucky was nothing more than a wild frontier and the United States of America was still a dream in the heads of its founding fathers.

Buffalo Trace has crafted some of the most coveted American whiskey in the world for more than 200 years and has earned a reputation as the most award-winning distillery in the world.

It’s available in all major shops, independent retailers and pub groups across the UK.