As the final weekend of the Guinness Six Nations approaches, the traditional matchday drinking culture surrounding live sport is getting a rethink. New research suggests many fans feel pressured to drink more alcohol than they intended when attending games in person.
A survey of 1,000 UK adults found that 22% of respondents say sporting events create the strongest social pressure to drink, while 19% admit friends often encourage them to drink more than they planned when attending live matches.
While a third of fans (33%) say they attempt to pace themselves during games, more than one in 10 (12%) end up drinking more than intended. For some supporters, the pressure has even changed how they watch sport. Around 20% say they are more likely to watch matches at home when trying to cut back on alcohol, while 17% have skipped watching games with friends altogether because of that pressure.
A New Matchday Drinking Trend: Zebra Striping
In response to changing attitudes, premium non-alcoholic beer brand BERO has partnered with Grasshoppers RFC in Isleworth to introduce a “Zebra Stripe Bar” during the tournament finale on Saturday 14 March.
The concept brings the growing trend of “zebra striping” into the live sports environment. The approach encourages fans to alternate between alcoholic and alcohol-free drinks, allowing them to enjoy the social atmosphere of matchday while maintaining control over their drinking.
Tracy Atkinson-Reilly, manager at Grasshoppers RFC, says the initiative is about giving fans more freedom in how they enjoy the day.
“Our supporters come for the rugby, the atmosphere and the sense of belonging. If we can create a space where everyone feels comfortable enjoying the day in their own way, that is a win. The Zebra Stripe Bar gives fans more choice, more control and keeps the focus where it should be, on the game.”
Fans Are Open to Drinking Alternatives at Live Sport
The research indicates that rugby fans may be ready for a change in matchday culture.
Nearly two-thirds (65%) of those surveyed said they would welcome a bar that encourages alternating alcoholic and alcohol-free drinks during matches, including 42% who say the concept strongly appeals. Additionally, 18% say they would actively seek out this kind of option at sporting events.
The potential benefits go beyond moderation:
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31% say zebra striping would help them pace their drinking without missing out
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28% believe it would encourage them to attend more live games
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25% say it would make them more likely to watch matches in person rather than at home
By offering the option to switch between alcoholic and alcohol-free drinks throughout the day, the Zebra Stripe Bar aims to keep fans immersed in the atmosphere while giving them greater control. Complimentary BERO will also be available for supporters choosing to skip alcohol entirely, although participation is voluntary.
Changing the Culture of Matchday Drinking
According to BERO CEO and co-founder John Herman, the initiative reflects a wider shift in how people want to experience live sport.
“Rugby is about big moments, shared tension and unforgettable days out — not keeping pace with the fastest drinker at the table. Our research shows people want to be there, but they also want permission to slow down. Zebra striping is a simple idea that gives fans that freedom without taking anything away from the experience.”
The Zebra Stripe Bar will open at Grasshoppers RFC in Isleworth during the Six Nations finale on Saturday 14 March, giving fans the chance to try the concept during one of rugby’s biggest weekends of the year.
For those wanting to try the alcohol-free alternative at home, BERO is now available nationwide at Morrisons — the brand’s first national UK supermarket listing. The range is also served at select hospitality venues, including Gordon Ramsay Restaurants and the Ottolenghi restaurant group.
