Northampton Saints vs Exeter Chiefs: The Premiership Final and the Nic - Snus Vikings

For most sports fans, June is dominated by football, Formula 1, tennis and cricket.

The FIFA World Cup is underway, Formula 1 has just completed another dramatic race weekend in Spain, and Wimbledon is waiting just around the corner. It would be easy to assume that rugby has already packed up for the summer.

Not quite; this weekend brings the final major domestic rugby match of the English season as Northampton Saints and Exeter Chiefs meet in the Gallagher Premiership Final. For rugby supporters, it is the last big occasion before the summer break and the culmination of a season that has delivered no shortage of drama.

At Snus Vikings, we found ourselves looking at the final from a slightly different perspective.

We spend a lot of time looking at customer buying habits around the country. Different regions often develop surprising preferences for different flavours, brands and strengths. Occasionally the differences are minor. Sometimes they are enormous.

When we looked at our sales data from Northampton and Exeter, we discovered something interesting, that the two cities could almost field entirely different nicotine pouch teams.

In fact, there was only one product that appeared in both locations' most popular selections, everything else was unique.

So alongside a preview of the Premiership Final itself, we thought we'd build two fictional rugby squads based entirely on the nicotine pouches most popular in each city.

A Final Few Predicted

Few people would have predicted this exact final when the season began.

Northampton Saints entered the campaign carrying the expectations that come with being defending champions, while Exeter Chiefs have spent much of the last few years rebuilding following the departure of many of the players who delivered their domestic and European successes earlier in the decade.

Yet here they are, one final match and eighty minutes to decide the destination of the Premiership trophy.

Northampton arrive with perhaps the stronger reputation and greater recent pedigree. Their attacking rugby has made them one of the most entertaining teams in England and they possess enough international quality to trouble any opponent.

Exeter, meanwhile, have built their season around resilience, physicality and a refusal to go away quietly. Their route to the final has been built on consistency and collective effort rather than star power.

Finals are often decided by small moments rather than broad narratives. A turnover, a line break, a successful kick at goal or a defensive stand can change everything.

Which is why form guides often become irrelevant the moment the whistle blows.

The Great Nicotine Pouch Team Selection

When we examined our sales data, we expected some overlap.

After all, popular products are popular products.

Instead, Northampton and Exeter appeared to have developed entirely different tastes.

Only one product appeared in both cities' selections: VELO Freezing Peppermint Max.

Everything else was unique to one city or the other.

That gave us an idea. If these products were rugby players, what would each squad look like?

The Northampton XV

Northampton's nicotine pouch team reflects a city that appears to favour variety.

While mint remains well represented, there is significantly more flavour diversity throughout the squad. (note, the number is the squad number not the ranking of flavour in the area)

Northampton Saints Nicotine Pouch XV

What stands out immediately is the balance.

Coffee, cola, kiwi, blackcurrant, pear, blue raspberry and blueberry all make appearances alongside the expected mint options. Northampton customers appear comfortable exploring different flavour categories rather than concentrating heavily on one particular style.

The PABLO range is especially well represented, accounting for six of the fifteen starting positions.

If this were a real rugby team, Northampton would probably be the side throwing the ball around and attacking from everywhere.

The Exeter XV

Exeter's team tells a very different story.

While there is still some flavour variation, this squad feels far more focused around traditional mint profiles and stronger products.

Exeter Chiefs Nicotine Pouch XV

The first thing you notice is the strength of the PABLO representation.

Five positions are occupied by PABLO products, including several of the strongest options available.

The second is Exeter's clear preference for mint.

Fresh Mint, Spearmint, Frosted Mint, Cool Mint and Menthol Ice all feature prominently.

If Northampton's team looks expansive and creative, Exeter's squad resembles a pack of forwards determined to win collisions and make life difficult for everyone else.

Which, come to think of it, isn't entirely inconsistent with how Exeter Chiefs have often played their rugby.

One Product Unites Both Cities

There was one exception.

One product that both cities agreed deserved selection.

VELO Freezing Peppermint Max.

Despite all the differences between the two squads, this was the one product that appeared prominently in both locations.

Perhaps that says something about the enduring popularity of strong peppermint flavours or perhaps Northampton and Exeter supporters simply agree on one thing.

Whatever the reason, it earns the title of the only player capable of making both squads.

Who Lifts the Trophy?

The actual Premiership Final will be decided by considerably more important factors than nicotine pouch preferences.

Northampton enter as many people's favourites, but finals have a habit of ignoring expectations.

Exeter have repeatedly demonstrated that they thrive when written off.

One thing feels certain, after a long season, neither side will leave anything behind and for rugby supporters, this is the last major domestic fixture before attention shifts to summer internationals and preparations for next season.

For everyone else, it is a reminder that even in the middle of football tournaments and Formula 1 championships, there is still room for one more final.

And if nothing else, we now know one thing for certain.

If the match were decided by nicotine pouch sales, Northampton and Exeter would be fielding two very different teams indeed.