Sports fans, be more ‘zebra’

There’s been a decent amount of interesting research released this week, notably from Industrial Physics and another coming from actor Tom Holland’s canned, non-alcoholic beer brand, Bero. 

According to new research shared with CanTech, which surveyed 1,000 UK adults rugby fans, many feel increased social pressure to drink –  one in five (22 per cent) said that sporting events come with the strongest pressure to drink alcohol, while a similar proportion (19 per cent) said they feel pressure from friends to drink more than they want to when watching a live sport

Although a third (33 per cent) say they try to pace themselves during live matches, more than one in 10 (12 per cent) admit they end up drinking more than intended. As a result, some are opting out from attending live matches altogether. 

One in five (20 per cent) say they are more likely to watch at home if trying to drink less, and 17 per cent have skipped watching games with friends because of that pressure. 

While I personally would argue that if your friends are pressuring you to drink, they’re not your friends, this pressure can also come from the stadium environment, anddoesn’t help if limited beverage options are available there. It all enforces a culture that begins to ostracise fans, and let’s not forget that some fans are of a particular religion or group that limits or forbids alcohol. (This excellent piece from Andrew Misell  at Alcohol Change goes into more detail on this topic.)

In response to the above figures, the Bero brand has announced a partnership with Grasshoppers RFC in Isleworth, UK, to host a ‘Zebra Stripe Bar’ for the Guinness Six Nations finale this Saturday (14 March). I may have mentioned this concept previously, but if you’re just reading the phrase ‘zebra striping’ for the first time, this means alternating between alcoholic and non-alcoholic beverages to encourage a more mindful approach to drinking.  

This concept is clearly a welcome one with rugby fans; nearly two-thirds (65 per cent) of the people who participated in the research survey said they would welcome this kind of bar, with one in five of those (18 per cent) saying they would actively seek it out.

The manager for Grashoppers RFC, Tracy Atkinson-Reilly, commented: “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.” 

Among those surveyed, 31 per cent said zebra striping would help them pace themselves without missing out, while 28 per cent believed it would encourage them to attend more live games.  A quarter (25 per cent) said it would make them more likely to attend in person rather than watching from home when choosing to drink less. 

In addition to encouraging zebra striping, the bar in Isleworth will also be making complimentary Bero available for those opting out of alcohol entirely. Participation in this is entirely voluntary, the brand has said. Bero is available in four non-alcoholic, beer-inspired variants of: Edge Hill Hazy IPA; Noon Wheat; Double Tasty West Coast Style IPA; and Kingston Golden Pils. 

John Herman, CEO and co-founder of Bero, said: “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.” 

 Personally, I’ve not tried zebra striping with anything other than water in between alcoholic drinks, but with brands such as Bero offering tempting “tastes similar but zero per cent” options, that could definitely change. 

What are your thoughts on the social pressure to drink in sporting environments? Will you try zebra striping on your next matchday viewing? 

Alex Rivers (she/her), CanTech International editor
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