Rugby fans leaving Twickenham Stadium are to be given free bottled water in a drive to flush out alcohol-fuelled anti-social baheviour.
The move follows trouble caused by intoxicated fans after last year's London Sevens and Army v Navy matches at the stadium.
England Rugby has teamed up with Drinkaware to launch a responsible drinking campaign ahead of England's home Six Nations clashes against Ireland on Saturday (February 27) and Wales on March 12.
Messages from the charity reminding punters to drink in moderation will be displayed around the stadium, and England Rugby's official beer partner Guinness will distribute free bottled water as fans pour out.
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Drinkaware has also provided training to bar staff and stewards at the ground to help them ensure fans don't overdo it with the alcohol.
Richard Knight, Twickenham stadium director, said: "England Rugby is mindful of its role to demonstrate a responsibility to spectators and to continue to be a good neighbour to our surrounding community on match days.
"Linking up with Drinkaware to help people make informed choices about their drinking will ensure that we continue to prioritise the enjoyment and safety of our guests, as well as respecting our local community pre and post-match."
'England Rugby has listened to residents'
The partnership will continue after the tournament, with the message being driven home at major games including the Army v Navy match, the HSBC London Sevens and the Old Mutual Wealth Series.
Richmond Council has welcomed the campaign, which it said followed a rise in the number of alcohol-related incidents connected with rugby matches at the stadium - particularly around last year's sevens tournament.
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Councillor Tony Arbour, Richmond Council's cabinet member for community safety, said: "We were honoured to host the Rugby World Cup last year and we worked with the tournament organisers to put in place a huge amount of stewarding and on street marshals to keep buoyant crowds 'in-check'.
"However, as the local community around the stadium know, that isn't always the case. I am glad that England Rugby has listened to the feedback from residents after the Sevens and Army v Navy.
"They have put in place a number of actions that will hopefully ensure that the huge disruption to Twickenham households due to thousands of intoxicated fans doesn’t happen again.
"Responsible drinking is key at any sporting event. It isn’t about stopping people drinking, it is about helping people make informed decisions so that they can continue having a good time, without having a negative impact on others."
