Limber up for the Six Nations

Brewers are all set to capitalise on rugby fans taking to the pubs during the tournament - so let them help you, advises Phil Mellows.

Tetley's, the official beer of England rugby, has had a long-running association with the world champions. As interest in the sport has grown, the brand and its trade customers have seen the benefits. Pubs are supported with merchandise such as national fixture posters, fixture guides and holders as well as branded staff rugby shirts, scarves and fleeces, and now Tetley's has put in place a programme of activity for the Six Nations to help licensees capitalise on the event.

Tetley's brewer Carlsberg UK's figures show that most sports fans prefer watching live sporting events in the pub and spend more during big games than on other occasions. And, according to Darran Britton, marketing director at Carlsberg, if the event is advertised, the sales uplift can be even more significant.

"Pubs which make use of external and internal advertising of sporting events can benefit from a massive 37 per cent increase in sales," he says. "So it's definitely worth licensees taking a little time to plan their marketing."

Carlsberg has set up its own Sports Viewing Club to encourage licensees to recognise and make the most of the big opportunities for sales that exist around televised rugby, helping them to become, as Darran puts it, "the venue for the fan".

Tetley's has not been alone, however, in attaching its name to English rugby. In its latest campaign Charles Wells concentrated its advertising for Bombardier between pub and ground around Richmond and Twickenham, and the Six Nations will find it strengthening the relationship with England fans still further.

Under the banner "Join the Front Row", the Bedford brewer is delivering kits containing director's chairs to hundreds of Bombardier stockists. The idea is that licensees create their own VIP areas and drinkers enter a draw to win the best seats in the house for themselves and two mates.

Charles Wells is also launching a Fantasy Six Nations competition, in which supporters can pick their dream team online. A partnership with Hogs Head pubs enables those who enter a team to download a voucher for a pint of Bombardier that can be exchanged for a pint on match days at one of the chain's 62 outlets.

"It will be a real traffic-driver," promises brand manager Andy Turner. "Licensees will get the chance to hold onto those drinkers to watch the game and from a brand perspective it's a great chance for people to trial Bombardier."

The brewer also has links with rugby charity Wooden Spoon which gives the brewer access to top players who, in turn, can make appearances in pubs and clubs.

"We are much more than just a logo when it comes to our rugby sponsorship," says Andy. "We want to live the game among the grassroots."

Another ale brand with an affinity with English rugby is Fuller's London Pride. This year, as well as perimeter advertising for the away matches in Scotland and Italy, a Six Nations promotion will give two fans the chance to win a two-week trip to see England play in Australia next summer.

Customers in 500 London Pride pubs will get the opportunity to enter the free draw by collecting eight stamps in return for ordering pints of Pride.

And there will be no losers because each complete collector card can be exchanged for an exclusive DVD featuring two-and-a-half hours of international rugby action from Lions vs New Zealand in 1971 to the 2003 World Cup, all specially put together by Fuller's for the Six Nations promotion.

"Radio advertising in pubs will make sure the promotion drives drinkers into the pubs," says marketing manager David Spencer. "You can be sure London Pride is going to be very visible over the Six Nations."

Rugby fans' favourite drinks...​

• Ale 55%
• Whisky 42%
• Lager 33%
• Cocktails 27%
• Brandy 16%
• Cider 8%
• Tea/coffee 7%
• Alcopops 4%

Some respondents gave more than one answer​

....and their favourite food​

• Traditional British 34%
• Curry 29%
• Fast food 23%
• Italian 6%
• Oriental 4%
• French 2%

Source: Penderyn​

In brief​

• Edinburgh's Caledonian Brewing Company will be celebrating the Six Nations tournament with its most popular seasonal ale - the imaginatively titled Six Nations. The 4.2 per cent ABV beer is described as thirst-quenching with balanced bitter-sweet flavours.

As the Welsh rugby team gears up to defend its RBS Six Nations title, sponsor SA Brain has launched a new ale to mark the Grand Slam, using ingredients from each of the six competing countries.

Champions' Ale is available as a guest at pubs across Wales into February. The 4.8 per cent ABV brew includes malt from Scotland and Ireland, hops from England, yeast from Italy and France - and the purest Welsh water.

"As the championship brings together supporters and teams from six diverse nations, we thought it was an ideal opportunity to brew a beer using ingredients from each of six countries," explains Brains' sales and marketing director Richard Davies. "We're delighted with the result - a full-bodied and warming ale which is sure to take the chill out of these cold winter months for fans following the Welsh team across the UK."

Brains is preparing for the tournament by adorning its pubs with branded bunting and point-of-sale, planning a variety of in-pub competitions and introducing new merchandise for fans.

Irish whiskey Clontarf is looking forward to the Six Nations as an opportunity to raise the brand's profile in UK pubs.

Owner Castle Brands believes Clontarf has the right Celtic credentials to take advantage of a resurgence of interest in Irish whiskey and is shaping up for a big push in the on-trade. To help the campaign along it is giving licensee readers of The Publican the chance to own a Clontarf T-shirt. Simply call Castle Brands commercial director Iain Stewart on 01293 871260. The first 50 callers will receive a free T-shirt.

Through its sponsorship of the Premiership and Sky Sports' rugby coverage, plus its status as official beer partner of the Irish team, Guinness is another drink with strong rugby links.

The Six Nations is one focus of what it calls "the spring rugby period" when Diageo will be spending more than £2.5m advertising the brand and drawing rugby fans into the pub.

Scottish Courage is tackling the Six Nations profit opportunity head-on with a dedicated rugby promotion linked to its leading premium lager brand Kronenbourg 1664.

Point-of-sale promoting Six Nations coverage in pubs throughout the UK, including banners, posters and fixture lists, has been produced to drive traffic into its customers' outlets and grow sales of Kronenbourg in the weeks leading up to high-profile matches. Consumers buying the brand will be given the chance to enter a free prize draw to win rugby balls or rugby shirts, which will be drawn on match days.

"With the rising profile of the Six Nations and the recent success of England on the world stage, rugby is increasing in popularity as a sport to be enjoyed at the pub, which makes it an opportunity not to be missed," says ScotCo trade marketing manager Russell Browne.

Majority happy to watch sport in pubs​

Here's proof that the trade is getting it right when it comes to screening big sports events - according to a survey by Welsh whisky Penderyn, three-quarters of rugby fans are just as happy to watch the Six Nations live at their local pub as they are to go to the s