UEFA Euro 2024 build-up – Tennent’s

Get ready for this summer’s big football tournament

Tennent's is building its support for the Scotland team with its on-pack promotion for the Euros.
Tennent’s is building its support for the Scotland team with its on-pack promotion for the Euros.

Bríd Turner talks about Tennent’s support for Scotland during the Euros

What is your name and position with Tennent’s?

Bríd Turner, customer marketing manager at C&C Group.

Tell us about the long and proud history Tennent’s has as an original supporter of the Scotland football team?

Tennent’s really is the original supporter of the Scotland national team, with the relationship reaching 50 years old this year – dating back to the 1974 World Cup.

It’s all about embracing the journey because supporting Scotland isn’t always easy.

But the days of feeling scunnered and the tears of pain – that’s what make the tears of joy feel all the sweeter.

How has Tennent’s shown its support to consumers?

Our partnerships have really come to life in our marketing campaigns. Fans still talk fondly about campaigns like ‘Wherever It Takes Us, Whatever It Takes’ from the EURO 2008 qualifying campaign – a time when we hadn’t qualified for a decade.

In 2021, with the delayed EURO tournament, our campaign ‘Made For This’ really captured the passion and excitement of seeing Scotland back at a major competition. Coming out of lockdown, too, and, with a 23-year wait, it really captured the mood of the nation.

We always try to act like a fan rather than just a partner and see Tennent’s as any other member of the Tartan Army.

We’re here to support the team through thick and thin. And if we can use our partnership to bring consumers experiences and moments then all the better.

Whether that’s tickets to matches, signed memorabilia or though content on our digital channels, we want to bring fellow fans closer to the action.

How is Tennent’s supporting the team’s UEFA Euro 2024 campaign in the off-trade?

We have an on-pack promotion going live across 850,000 packs, giving consumers the chance to win the ultimate money-can’t-buy football experience.

Prizes include hospitality at Hampden, access to a Scotland training session, tours of Hampden, a men’s national team home season ticket to 2025 and a load of amazing merchandise.

We also have thousands of special Tennent’s tankard glasses to be won, which will be a limited edition run for the summer.

The on-pack design for the limited period has six illustrations across all the formats that are key moments from the qualifying stages.

We wanted to make it fun and interactive for the consumers, so to enter the draw they will need to scan the QR code on the pack – they will be required to answer a question about the artwork on the pack.

How are you supporting convenience retailers in the run-up to the Euros?

We are supporting the convenience channel with bespoke POS kits to celebrate our partnership with the SFA.  The kits will be issued and sited in May right through until July.

We are also doing exclusive “spin the wheel” incentives with a select number of customers with fun football/Tennent’s-related giveaways for consumers and we will be running in-store incentives for the retailers to win prizes for the best display during the tournament.

How can retailers make the most out of at-home gatherings?

C-stores are in a unique position to cater to shoppers looking for beer at home in a chilled format. To make the most of this, stocking a variety of products to catch every shopper and every price point is vital.

Tennent’s offers single pint cans as well as four, eight and 12-packs in convenience that are designed to give value for individuals as well as small and large gatherings at accessible and clear price points. So no matter the shopper, there’s a Tennent’s format to meet their needs.

Being geared up to offer shoppers everything they need – from beers to snacks – will be key to winning throughout the summer.

What message do you have for the team?

We’re hugely proud of the team in getting to this point. They have our unwavering support as they head off to Germany and we can’t wait to see them take to the field!

Playing in the first match against the hosts is going to be a huge occasion – with a nostalgic similarity to France 98 for those who can remember.