'Gen Z women choose Guinness and rugby over footy and lager – and I know why'

The Premier League might be on the minds of many, but today marks the start of another big sporting tournament - the Guinness Six Nations.

While we're undoubtedly a nation of primarily football fans, and that will most likely always be the case, rugby is growing in popularity and it's easy to see why.

And that's coming from a Gen Z woman - the group who are growing more fond of rugby and are rapidly choosing Guinness as their go-to bevvy.

It was only last year that Guinness sponsored the Women's Six Nations for the first time ever, a nod to the growing interest of the competition and the increase of female fans invested in the sport.

Consumer rights data group GWI data revealed that Guinness was most popular with 55 to 64-year-olds at the end of 2023. But, just a year on, it's now 25 to 35-year-olds who glug the stout the most.

Looking closer into that, out of all demographics, young women are the fastest-growing groups of Guinness drinkers out of all.

Now, I can't comment on everyone else's specific choices, but as someone in this group it makes sense why this is the current trend...

I grew up in a football-mad family and street where neighbourly gestures of taking the bin out could be dropped depending on whether Spurs beat Arsenal, or vice versa.

As someone you could have called somewhat of a 'tomboy', kicking around a football after school or on lunch breaks would be part and parcel of my childhood.

But, as I've got older, my love for the 'beautiful' game has withered away and my head has turned to rugby. I think the main reason is that there's a lot more respect for the game and the players, which overall creates a safer and friendlier environment.

There's no real heckling of the other side nor hooliganism infecting the stands. Fans are told to literally 'respect the kicker' as the player attempts a conversion and - that - they do.

I genuinely couldn't believe how quiet the stadium was - regardless of what team was readying for the kick. It made me think back to my first Premier League football match when leering fans gleefully sung a derogatory tune about Harry Redknapp's mother when the other team - not even Spurs - were trying to take a free kick.

Despite being able to actually drink in the stands at a rugby match, the whole atmosphere is radically more pleasant than being at a men's football match.

It feels like you're attending a game and nothing more. That's evident with the lack of tribalistic yobs after a rugby match and the absence of lager showers.

Gen Z women are also the demographic that are aware about booze and the negative health effects it can have on the body. While Guinness' popularity with the youth is somewhat down to it being synonymous with the 'nostalgia' of 'old man' pubs, it's non-alcoholic alternative is about as close to the real thing a drink brand has got.

Rugby and Guinness go hand in hand, so it's no surprise both are rising popularity amongst young women. England is often both disappointing watches in both male football and rugby from - they've got that in common.

But, sorry football and lager, you've got a red card from me.