The Welsh Rugby Union will shut all the bars in the Principality Stadium for the second half of all matches played at home in this year’s Guinness Six Nations Championship.

The decision is based on countering the threat of anti-social behaviour diminishing the matchday experience.

A number of high-profile incidents, including two intrusions onto the pitch in consecutive matches, were accompanied by some reporting of poor behaviour in the 74,000 seater venue.

It is a bold step in a sport where there is a long tradition of drink being taken into the arena, and for a tournament that is sponsored by one of the world’s largest alcohol brands.

Feedback

It is based on the results of an extensive customer survey taken after the matches and in reaction to the feedback of fans themselves.

The closure of the food and beverage outlets will take place after halftime in each of Wales three home games against Scotland on 12th February and against France and Italy in March.

The French game is an 8 pm kick-off on Friday night 11th March and is likely to be the one that has the greatest impact.

The stadium is right in the city centre and is surrounded by a multitude of bars so it is unlikely to be too much of a hindrance to those who want to drink. It will though cut a significant line of stadium revenue from the three fixtures.

Lower Alcohol

Pre-match messaging on all WRU channels and in-house stadium messages will emphasise responsible drinking, positive behaviour and consideration of others. Lower percentage alcohol draught beer will also be phased into bars on concourses, with official brewer Heineken International bringing in 4.1% ABV Amstel Bier to eventually replace the stronger Heineken (5%) product.

The move will be trialled during this Guinness Six Nations period and then reviewed.

“We want our supporters to remain passionate and enthused and to continue to bring their best voices to the Principality Stadium – throughout the recent pandemic it is our supporters who we, and the Wales team, have missed most – but we also need them to behave responsibly and to encourage those around them to do the same,” said Wales Rugby Union CEO Steve Phillips.

“We have taken a series of measures which are designed to change a direction of travel from some quarters which was detected at our Autumn Nations Series matches, but do so without negatively impacting the experience of our hardcore and hugely significant base of supporters who make the Principality Stadium experience what it is.”

Alcohol-Free Zone

The WRU was the first Union to introduce a recognised Alcohol-Free Zone (AFZ) in 2018 as it listened to a vocal customer base calling for a more family orientated experience.

The 4,200 capacity AFZ, a self-contained area in the North Stand, has been made a permanent fixture at Wales matches and is popular, but is not oversubscribed if matches don’t reach capacity.

“There is a balancing act at play here,” added Phillips. “A safe and positive experience for all fans is of primary importance, but we are also acutely aware that actions can have unintended consequences so will be watching closely.”

“We have a global reputation for excellence in terms of our matchday experience at Principality Stadium and we are trialling these measures to both enhance and protect that reputation.”

“The customer surveys tell us that drinking socially at rugby matches is an important part of the event experience for many attendees. Everyone enjoys a beer and a bite to eat with family and friends during international weekends and long may that continue.”

“The last thing we want to do is get in the way of people’s enjoyment, but we think these new measures will help ensure the greatest number of visitors have the very best time. Most importantly, they are entirely open to review so we will be listening to all feedback during the Six Nations and we will properly consider the evidence and react accordingly if necessary.”

Supporters will still be able to avail of free drinking water stations throughout the stadium.