Drinkaware’s message will be heavily featured at both the England v Ireland and England v Wales games.
The campaign will appear on the venue’s LED advertising on both the big screens in-bowl and in the fan village, in poster advertising in bars throughout the stadium, and via various England Rugby communications channels.
Alongside the match-day marketing, Drinkaware will offer England Rugby bar staff and stewards with bespoke Club Hosts training aimed at encouraging a positive social atmosphere on match days.
Guinness, the official beer partner of England Rugby, will be supporting the campaign by distributing free bottled water post-match as fans leave the stadium and make their way to Twickenham Station.
The partnership will continue through the season with the Drinkaware message being promoted throughout a number of key fixtures in the calendar, including including the Army v Navy match, the HSBC London Sevens, and the Old Mutual Wealth Series.
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.”
Rommel Moseley, business development and partnerships director at Drinkaware, said: “We are delighted to be working in partnership with England Rugby to help people make informed choices about their alcohol consumption at rugby fixtures at Twickenham Stadium.
“We believe that our Club Hosts programme will add an additional layer of value on top of the marketing efforts that are being delivered to communicate the benefits of this partnership.”