The Welsh Rugby Union (WRU) has launched its own craft beer through a partnership with Brecon Brewing, which has acquired exclusive ale pourage rights at Cardiff’s Principality Stadium.
As part of the agreement, which will run until 2023, Brynmenyn-based Brecon Brewing will work with the WRU to produce two new beers: WRU Gold and WRU IPA.
The products will be available this week from a range of retail outlets for supporters to sample ahead of Wales’ match against France on Saturday.
Brecon Brewing will provide beers at Principality Stadium’s concourse bars and in hospitality areas. The WRU’s partnership with Brecon Brewing allows for the two new beers to be marketed throughout the UK and Ireland as well as the ability to export licensed beers on a worldwide basis.
WRU chief executive Steve Phillips said: “To be in a position to announce a new partnership deal during these difficult times for our national game worldwide shows the innate value and strength of the Welsh rugby brand and is a credit to our commercial team.
“We are delighted to welcome Brecon Brewing to the Welsh rugby stable as our official ale partner and particularly pleased with the agreement to produce two new artisan WRU beers.
“The WRU is a not-for-profit organisation with all of our earnings reinvested back into the game at all levels. Supporters will now be able to toast their rugby heroes on the pitch and know that with each drink they take, they are directly supporting Welsh rugby including our national and regional teams and, more importantly, also the clubs who are the lifeblood of our game.”
Buster Grant, Brecon Brewing’s head brewer, added: “We’re really proud to be working with the WRU for these two exclusive beers, and very excited to create something unique amongst world rugby, whereby the sales of beers to supporters feeds a virtuous circle which helps promote rugby at all levels across Wales.
“We’re hoping that Welsh supporters and Welsh rugby clubs will get behind these beers and therefore support the WRU.”
The deal has been signed after the WRU last week posted a loss of £5.3m (€5.9m/$6.9m) for the 2020 financial year. Phillips last week praised the WRU’s board and commercial partners for limiting the organisation’s losses, although he warned that the full impact of the pandemic would be felt in the coming months.