Principality Stadium bars will close after half-time and weaker beer will be sold during Wales' three home Six Nations matches in Cardiff in a bid to curb anti-social behaviour.
The Welsh Rugby Union has announced it will trial new measures during the 2022 men's championship to help improve the matchday experience following two pitch invader incidents and numerous anti-social behaviour reports during the autumn series.
The new measures, which include pre-match WRU messaging emphasising responsible drinking, position behaviour and consideration of others, will be subject to an ongoing review. Lower percentage alcohol draught beer will also be phased into bars on concourses, with Heineken bringing in 4.1% ABV Amstel Bier to eventually replace the stronger Heineken (5%) product.
As for stewarding, the WRU - who have highlighted they were the first Union to introduce an alcohol-free zone - said the teams will be addressing poor behaviour "with increased vigour". The WRU add that hospitality staff and stewards will refuse service and/or entry to the ground to intoxicated fans - an "element of the stewarding role [that] will be re-emphasised at upcoming matches".
But they are calling on supporters to take responsibility for their own actions.
WRU chief executive Steve Phillips said: "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.
"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 a hardcore and hugely significant base of supporters who make the Principality Stadium experience what it is.
"These measures are not radical, but they do seek to address an issue that has been recently recognised and it is my commitment to all Wales supporters that we will not stop, and we will continue to evolve, until this issue is eradicated. We have always boasted that we have the best supporters in the world game in Wales and we firmly believe that this remains the case.
"We recognise that these trial measures will be welcomed by some fans, others will feel that we’ve either gone too far or done too little; we recognise and acknowledge everyone’s point of view, but these measures are about getting the right balance for all our fans to ensure they enjoy a great stadium experience during the upcoming Six Nations."
Will the new WRU measures make a difference to anti-social behaviour at Wales matches? Have your say in the comments section here.
Fans will still be able to access free water drinking stations after half-time while bars on concourses close.
A WRU statement said: "It is important to note that issues reported only concern the behaviour of a small minority of supporters in attendance, but the WRU has embraced the feedback and - also informed by an extensive customer survey taken after each game - acted to ensure its world-wide reputation for offering supporters the very best matchday experience continues to be upheld."
Principality Stadium manager Mark Williams said it is clear from customer surveys that food and beverage offering is an important part of the matchday experience for many supporters.
“But we have listened carefully to all customer feedback and conducted our own extensive surveys and we will be trialling a number of new measures which we hope will encourage improved behaviour from the recognised minority at matches who risk spoiling the experience for those around them. There is a balancing act at play here.
"We feel that there are improvements that can be made and we would like to do all we can to aid that process, but we do need supporters to help us out and work with us to achieve our aims. That means reporting poor behaviour to stewards and also looking in the mirror and making sure you are acting in a reasonable way from the perspective of those around you.
“Watching rugby at Principality Stadium should be one of the most enjoyable experiences you ever have, it is a once-in-a-lifetime event for many and an annual pilgrimage for dedicated fans. 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.”
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