Beer leader primes the party season

CHRISTMAS is a particularly busy time for retailers, wholesalers and everyone else involved in the convenience channel and Tennent Caledonian Breweries, Scotland’s biggest brewer and the company behind the country’s biggest selling beer Tennent’s Lager, expects Christmas 2015 will be as busy as ever.
The company has been busy extending the Tennent’s Lager family in the last couple of years, has developed packs with c-stores in mind and, as a taster for Christmas and the party season, has been running a very special autumn party competition.
“At Tennent Caledonian Breweries, Tennent’s Lager continues to be our star performer and with party season fast approaching, we’d advise customers to be prepared for increased demand and factor this into their orders,” said customer marketing manager for take-home, Claire Arnott.
“In the off-trade, the five fastest-selling packs in Scottish impulse stores are all Tennent’s Lager SKUs. This makes Tennent’s a must-stock product for those catering for the Scottish market.

The Tennent’s Lager Win Your Ultimate Empty contest runs until later this month as a taster for the festive party season.
The Tennent’s Lager Win Your Ultimate
Empty contest runs until later this month
as a taster for the festive party season.

“For consumers looking for a truly Scottish premium lager made from the finest ingredients we have Black T.
“Black T is the best performing new launch of the past two years in the Scottish take-home market. This 4.7% ABV lager is available to our off-trade customers across Scotland. In addition to the introduction of a price-mark pack for the impulse channel, we’ve actively supported Black T through recent sampling and outdoor campaigns designed to drive trial and purchase.”
A special Tennent’s Lager off-trade promotion will complete late this month just as the Christmas sales season gets into full swing.
In the Win Your Ultimate Empty promotion, consumers who discover one of several golden tickets in Tennent’s Lager multipacks win a £50 goodie bag, and are eligible to win a bespoke party at the Tennent’s Wellpark Brewery for themselves and 19 friends, by entering online.
“With over half of all beer purchases being consumed, at least in part, on the same day, it’s vitally important that retailers stock best-sellers like Tennent’s Lager in sufficient quantities to ensure chilled beer is always available,” Arnott said.
“To guarantee their beer is ready for near-immediate consumption, retailers should be mindful that a can of lager needs at least four hours to chill when planning their stock orders, especially around the busy festive season.”