The Guinness Surge Bar in the West Car Park will be open on match days, with former England captain Lewis Moody (pictured) taking over as “landlord” for today’s launch.
The bar has a dark interior, inspired by the blackness of the brand, while splashes of gold reflect the iconic Golden Harp logo. Lewis and the Guinness team will serve from behind a 40m LED-illuminated bar lined with Guinness fonts.
After today’s England v Argentina match, Lewis will host an exclusive Q&A with a current England player to chat about the day’s game and give fans insights into life on the pitch.
Lewis said: “It’s an honour to be the official landlord of The Guinness Surge bar. It’s been a busy few months getting the bar ready and I can’t wait to welcome fans this Saturday.
“From my playing days I know what a difference it makes to have and hear the support of the England fans, and The Guinness Surge Bar is going to be the best place for supporters to look forward to kick off whilst enjoying a pint of Guinness.”
Rory Sheridan, head of sponsorship for beer for Diageo Western Europe, said: “We are incredibly proud of our official beer partnership with England Rugby and we’re looking forward to welcoming fans to The Guinness Surge Bar.
“What better way to mark the new bar than appointing a giant of England rugby as our first-ever Guinness landlord. The Guinness Surge Bar is sure to become the place to meet friends and enjoy a Guinness on matchdays.”