A Chester butcher is hoping he hasn’t alienated 95% of his customers after becoming the face of Welsh rugby following the team’s historic win at Twickenham on Saturday.

Bruce Edge, of E W Edge and Sons in Handbridge, was captured on camera hugging his brother Andrew, following Wales’s 28-25 victory over Rugby World Cup host nation England.

Father-of-two Bruce, whose shop is in England, two-miles from the Welsh border, was born and brought up in Marford, about two miles on the other side in the Land of My Fathers. He went to the Rofft Primary School before migrating to England for secondary schooling at Abbey Gate College.

He and Andrew, a lawyer, were unaware of their TV fame until minutes after the final whistle blew and their phones started buzzing.

Bruce said: “The final whistle blew and Andrew just opened up his arms - we were oblivious to the TV cameras - until a few minutes later when our phones started going mad!

“Relatives, friends and customers were posting stills from their TVs with us two hugging!”

The fraternal hug is now the opening frame of a Rugby World Cup video, being shared on social media, with the strapline:

“DELIGHT The Welsh Rugby Union have beaten England Rugby at ‪#‎RWC2015‬ 28-25 at Twickenham, and this is what it means...‪#‎ENGvWAL”

Bruce Edge of Ernest W Edge & Son butchers in Handbridge, Chester Image 1
Bruce Edge at work

Bruce, who described the atmosphere at the ground as ‘electric’, added: “95% of my customers are English, so I hope this isn’t a disaster for me!

Elaborating on the mood during the first-round battle, he said: “There was a hum of expectation from the very beginning of the match - it might sound weird but it was resonating around the ground.

“When Wales closed the 10-point gap and then got that unexpected try, all of a sudden the English went very quiet - they had their hands over their mouths.

“And then came the fatal error to go for a try.”

Related: Where can you play rugby in Chester?

And it will all come down to points for Bruce when he discovers if his shop is named Best Butcher’s Shop in the north of England in the Meat Trades Journal awards.

The family run firm, which was founded by his grandfather Ernest in 1937, and run by his father John before him has made it to the top three to win the top accolade and winners will be announced in November.

Bruce will be back at Twickenham on Saturday, October 10 when Wales take on the Australians.