PREM Final: Why rugby fans must visit Buffalo Trace's 'Hidden Den' at The Fox in Twickenham

Bourbon company Buffalo Trace has built the ‘Hidden Den’ at the pub which will be in action on the 20^th of June for the PREM Final a new way to enjoy your pre match tipple.

Buffalo Trace Kentucky Straight has created an alternative to beer on a matchday. Not everyone likes pints, whether its ale, stout or lager, as some may choose the spirited alternative - something that a whopping 85% of rugby fans in a survey have said that they are open to trying something different.

Both Saracens and England star Elliot Daly and former England, Leicester Tigers and Bath Rugby flyer Anthony Watson were both impressed with the mix of bourbon and ginger ale. The two England internationals recommended it highly, both are transformed with the way they drink - with Watson calling it “sensational and revolutionary”.

The ‘Hidden Den’ itself is a “lovely little intimate spot” described Watson, and it is the perfect little getaway from the hoards of fans gathering on the streets of Twickenham and funnelling to what is an expected 82,000 capacity crowd.

Rugby is built on routine and superstition, whether on the pitch or off it. Some players may listen to certain tunes, whilst fans may have their lucky pants. But rituals can change, and as drinking culture evolves many fans are increasingly looking for greater variety and more premium serves as part of the occasion.

The normal routine of playing at home helps to “free” players a bit more. Suppose it worked in Northampton’s favour that however, Exeter rocked up to The Rec and clawed back a 26-10 deficit to win 26-27 against the reigning champions Bath.

In terms of the pub itself, the ‘Hidden Den’ is tucked behind the pub’s main function room, a space typically used for storage has been transformed into a fully realised bourbon bar. Inspired by the brand’s Covent Garden tasting space, Buffalo Trace Distillery London it features solid oak finishes, warm ambient lighting and a relaxed, rugged feel — elevated, but still unmistakably part of the matchday atmosphere.

The research also revealed rugby fans are becoming increasingly adventurous in what they drink. Three quarters (76%) believe supporters are now more adventurous with their drink choices on matchdays, while 84% say they are open to trying different drinks during major rugby occasions.

Laura Edwards, Managing Director of Buffalo Trace UK, added: “Rugby matchdays are all about bringing people together and creating memorable experiences with friends.

“With Hidden Den, we wanted to create something that felt distinctive and discoverable for fans on one of the biggest days in the rugby calendar, while showcasing the versatility of Buffalo Trace serves within the pub environment.”