For rugby fans, beer has long been the matchday tipple of choice, with pints shared among teammates and supporters forming an integral part of the ritual. However, times may be changing, as a survey of 2,000 rugby fans in the UK commissioned by Buffalo Trace Kentucky Straight Bourbon found that 85% are open to drinking something other than beer during a match.
Players and Fans Embrace Change
It is not only fans turning away from the traditional rugby beverage; top players are also embracing the shift. Elliot Daly, a PREM Rugby player at 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."
The Hidden Den Experience
To offer fans a new choice of refreshment, Buffalo Trace has created the 'Hidden Den'—a secret bourbon bar inside the beloved Twickenham watering hole The Fox, launching on the rugby PREM Final day on Saturday, June 20. This 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. Additionally, 77.5% expressed interest in whiskey-based drinks at sporting events.
Praising the initiative, 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."
A Tranquil Escape
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 immersed in the noise of the crowd and the excitement of the sport. 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."
Official Spirits Partner
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 of Barbados. With roots dating back to 1773, Buffalo Trace has been honouring its craft since Kentucky was a wild frontier and the United States of America was still a dream. It has crafted some of the most coveted American whiskey in the world for over 200 years and is recognised as the most award-winning distillery globally. The whiskey is available in all major shops, independent retailers, and pub groups across the UK.
