For rugby fans, beer has long been the quintessential matchday beverage, with pints shared among teammates and supporters as a core part of the ritual. However, a new survey commissioned by Buffalo Trace Kentucky Straight Bourbon suggests that tastes are evolving. The study of 2,000 rugby fans in the UK found that 85% are open to drinking something other than beer during a match. This shift is not limited to fans; top players are also embracing change.
Players and Fans Embrace New Options
Elliot Daly, a PREM Rugby player for Saracens, commented: “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 cater to this growing demand, Buffalo Trace has created the ‘Hidden Den’ — a secret bourbon bar inside The Fox, a beloved Twickenham pub, for the rugby PREM Final day on Saturday, June 20.
Research Supports Whiskey Interest
The move follows research indicating a strong 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. Additionally, 77.5% expressed interest in whiskey-based drinks at sporting events. Daly praised the initiative: “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.”
The Hidden Den Experience
Tucked away inside one of Twickenham’s busiest rugby pubs, the Hidden Den offers a tranquil escape before the roar of the crowd. Behind the pub’s main function room, a former storage space has been transformed into a fully realized bourbon bar. Inspired by Buffalo Trace Distillery London in Covent Garden, it features solid oak finishes, warm ambient lighting, and a relaxed, rugged feel. Inside, fans can enjoy signature highballs and Buffalo Trace & Ginger, providing a sophisticated twist on matchday drinks.
Lorenzo Farronato, Buffalo Trace European Marketing Director, said: “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.”
Buffalo Trace: A Historic Partnership
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. Buffalo Trace is the third-oldest continuously working distillery in the world, behind Northern Ireland’s Bushmills and Mount Gay in Barbados. With roots dating back to 1773, it has been crafting American whiskey for over 200 years and is recognized as the most award-winning distillery globally. The whiskey is available in major shops, independent retailers, and pub groups across the UK.
