The knock-on effect
Rugby fans will be out in force from 5 February when the Six Nations kicks off. Ewan Turney gets some tips from licensees on how to turn the tournament into a winner for your pub
Rugby a game for thugs, played by gentlemen or a game played by men with odd-shaped balls? Whichever stereotype best describes the sport, for pubs, only one really matters a game watched by thousands of good-natured fans in outlets across the country.
The rough and tumble is set to continue over the coming weeks with the Six Nations tournament kicking off next month and if pubs plan ahead, they could make a killing from the action.
The home nations, France and Italy go head to head in seven weeks of enthralling physical confrontations that will see one country crowned as champions of the Northern Hemisphere. If rugby fans can't get to the games, they love to be amongst the hustle and bustle of a pub and by offering a comfortable environment and taking advantage of suppliers' promotions, pubs can reap the rewards.
And it's not just die-hard fans who are likely to get caught up in the action. Rugby has never been more popular following England's World Cup triumph of 2003. As Jonny Wilkinson dropped that now immortal goal on the morning of 22 November 2003, more than 63 million pints were being sunk across 15,000 venues, according to the British Beer and Pub Association and that was at 8am. With Six Nations games getting under way in the afternoon and early evening, coupled with the fact that all 15 matches will be shown live on the BBC, licensees cannot fail to feel the impact.
Multiple Punch lessee Dave Stanley is full of top tips for licensees looking to make the most of the rugby. One of his pubs, the Valley in Caterham, Surrey, has built up a reputation for showing live rugby something Stanley is rather proud of. "I find that rugby crowds are more profitable, nicer to have in, make the place look good and I have never had a problem with them," he says. "I try and make it an occasion by offering a whole package rather than it just being a case of going to the pub to watch the rugby. People really appreciate it if you make an effort."
Stanley, a founding member of the BII (British Institute of Innkeeping), offers his customers the chance to book seats in conjunction with a food offering such as an all-day breakfast or a burger. For the France v England game in last year's tournament he offered punters a steak meal accompanied by red wine as it was an evening kick-off. "The place was packed and we sold over 75 steak dinners, which was fantastic," he says.
With all the games kicking off at different times and some matches scheduled for Sundays, it is vital to advertise kick-off times and available offers. Stanley is a big fan of a clear, visible A-board outside the premises, but also of leaflet drops and fliers within the pub to advertise the dates and times of the fixtures. The Valley will also be decked out in appropriate Six Nations attire, courtesy of the various promotions from the likes of Guinness.
The Valley is testament to the fact that you can make as much, and sometimes more, money from rugby than football. For the top England football matches, the Valley takes only 50% of a comparative rugby day when England are playing.
The George in Berkhamstead, Hertfordshire, also has a reputation for live sport and although it takes more on football days, rugby is still very profitable with around 200 people packed into the bar. "We advertise on our website when the events will be on," says licensee Mark Wheway. "Members have a gold card scheme in place and they will get priority service on the big match days. Loyalty initiatives are a great way to reward your customers."
If England put their post-World Cup slump behind them and string together some top performances, trade throughout the day could receive a significant boost. "The 5pm kick-offs are the most profitable," says Stanley. "That's simply because, if they are out at five, they are out for the whole evening."
The only slight glitch in this year's scheduling is that four matches are scheduled for Sundays, with two of those being England games, including the big matches against France and Ireland. Stanley admits this could be a problem. "Obviously people have to go to work the next day and so will not drink as much on a Sunday." His solution is a simple one though tie the game in with themed Sunday roasts such as "Le Rosbif" during the French match. This will help attract more families and once again make it an occasion.
Viewing rugby in the pub is not just about fat, sweaty, cauliflower-eared men sinking pints it also brings out the fairer sex. They will probably tell you they are attracted to the rugby because of the less intimidating atmosphere associated with football crowds, but it could simply be that they have come to ogle some of the players. Whatever the reason, licensees can capitalise by reviewing their wine lists before the tournament.
The big games will undoubtedly be the England matches against Wales, France and Ireland.
