New self-serve bar at the home of Scottish rugby will have winning “knock-on” effect for fans
7 February 2025:
Guinness Six Nations rugby fans will be able to pour their own pints for the first time at the upcoming heavy-weight clash between Scotland and Ireland at Scottish Gas Murrayfield on Sunday afternoon.
Freemans Event Partners, in partnership with Scottish Rugby and The Murrayfield Experience – powered by Elior UK, is launching a unique mobile self-serve outlet at the stadium, enabling spectators to pick, pay and pour their own pint of Guinness or Tennent’s lager in as little as 45 seconds. The self-serve bar will comply with the Challenge 25 legislation and drinking responsibly, with bar team members present to check fans ID in advance of access and a digital check at the point-of-sale as well, for further security.
Queuing will be a thing of the past with the new technology that will be delivered on a mobile outlet for the first time. The self-serve bar is equipped with 12 taps and an innovative keg system capable of pouring 2,500 pints per day. The smart system keeps each keg at the optimum temperature, ensuring each pint poured is of the highest quality. It also reduces wastage compared to a conventional tap, with 99% of each keg used. Fans will benefit from quick access to bars and less time standing in queues, meaning they can enjoy more of the action.
Nobody wants to stand in a queue at a major event for too long, running the risk of missing out on the action, so we’re really excited to be accelerating our roll-out of self-service bars; starting at Scottish Gas Murrayfield for one of the biggest games of this year’s Guinness Six Nations.”
Freemans Event Partners is planning further roll-out of self-serve bars this year across a host of its other venue and event partners.
ENDS
About Freemans Event Partners
Freemans Event Partners is a multi-service event partner, enabling the UK and Europe’s most prestigious venues and stadia to deliver outstanding fan and spectator experiences. The business reaches more than 25 million people, across more than 650 event days each year.
Clients include Silverstone Circuit, Twickenham Stadium, Lord’s Cricket Ground, Wembley Stadium, the European Tour, the Jockey Club and the Badminton Horse Trials; and the business operates at events as diverse as the Formula One and Moto GP British Grand Prix, the Six Nations, the Cheltenham Races, the Ryder Cup, the Commonwealth Games, the Ashes, Major League Baseball, NFL and the FA Cup.
Services include bespoke food and beverage solutions, end-to-end payment technology, end-to-end wholesale & logistics, full procurement chain, facilitation of global commercial partnerships, and providing practical workforce solutions. Freemans Event Partners also works with leading brands, such as Moët & Chandon, Coca-Cola, Nestlé and American Express to deliver high-impact consumer brand activations.
Established in 1975, the privately-owned company has grown from a single fish and chips outlet at Silverstone to an operation that can provide a bespoke offer to large events, venues, and experiences, anywhere in the UK and Europe.
www.freemanseventpartners.co.uk
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