A World Cup semi-final appearance means expectations for a Six Nations title win will be high this year. On match days Cardiff and the rest of the country will be abuzz with fans. Not only when Wales are playing at the Millennium Stadium but also when they are away from home. The Yard, a prime city-centre site owned by brewer SA Brain, will be packed to its 850 capacity on match days, which are more important for trading than Christmas.
But as manager Jon Adams points out it not just about opening the doors and hoping people will come. He says: "We are lucky there will be 70-80,000 people going to the game and lots more who want to watch it on TV, so there is plenty of trade. But we still promote games via social networking and make sure we have several screens so people can see games from anywhere.
“In Cardiff city centre everyone has to use plastic glasses on match days but we would recommend this to everyone. It is much quicker for staff, safer and easy for stacking and you don’t have to worry about them being knocked off the table.”
Admittedly it helps having a huge stadium on your doorstep. While most pubs can’t replicate this, they can follow The Yard’s lead when it comes to getting the atmosphere right and doing what they can to keep customers in the venue.
“Rugby is a game where you need to hear the commentary, so the TVs must be at the right volume,” adds Jon. “The other thing we do the moment the game has finished is put on a DJ to keep the party going for as long as we can.”
Pubs in Wales can also make the most of the 3,000 point-of-sale kits provided by SA Brain. These include fixture posters, bunting, external banners, T-shirts and flags. Similarly, in England, Greene King is supporting pubs that are hoping to see English rugby get back on track.
It is offering fans a once-in-a-lifetime chance to win a training session with the national team. The prize will be promoted on point-of-sale kit at 1,500 pubs.
Customers will be invited to use QR codes on pumpclips which will take them to the competition website.
Greene King brewing and brands marketing director Dom South says: “Events such as the Six Nations offer a fantastic opportunity for licensees to drive people off their sofas and back down to their local. We’re encouraging pubs to create a match day atmosphere for fans by making the most of the point-of-sale kits.”
So whether it is promotions, DJs or competitions, there are plenty of ways to tempt the rugby fans in. Probably best to steer clear of the dwarf-throwing though.
For more info on the Greene King promotion visit www.properpint.co.uk
HOW TO WIN AT THE RUGBY
HAVE SEVERAL SCREENS
- big and small – so customers can watch the game easily and in comfort
SERVE FOUR-PINT PITCHERS
To drive volume, as customers watch in groups
OFFER EARLY-
BIRD LUNCHES
to get people into the pub before the game
OFFER TABLE SERVICE
to make sure fans are stocked up on their pints of ale
PUT ON KARAOKE
AFTER THE MATCH
or put on other
entertainment to keep fans in the pub
Tips from Greene King
Six Nations Fixtures
Sat Feb 4 2.30pm France v Italy (Stade De France)
Sat Feb 4 5pm Scotland v England (Murrayfield)
Sun Feb 5 3pm Ireland v Wales (Aviva Stadium)
Sat Feb 11 4pm Italy v England (Stadio Olimpico)
Sat Feb 11 8pm France v Ireland (Stade De France)
Sun Feb 12 3pm Wales v Scotland (Millennium Stadium)
Sat Feb 25 1.30pm Ireland v Italy (Aviva Stadium)
Sat Feb 25 4pm England v Wales (Twickenham)
Sun 26th Feb 12 3pm Scotland v France (Murrayfield)
Sat 10th Mar 12 2.30pm Wales v Italy (Millennium Stadium)
Sat 10th Mar 12 5pm Ireland v Scotland (Aviva Stadium)
Sun 11th Mar 12 3pm France v England (Stade de France)
Sat 17th Mar 12 12:30pm Italy v Scotland (Stadio Olimpico)
Sat 17th Mar 12 2.45pm Wales v France (Millennium Stadium)
Sat 17th Mar 12 5pm England v Ireland (Twickenham)
