Interbrew hopes to cement its grip on the Scottish sector by overhauling its market leading Tennent’s brand. The brewing giant wants to revamp the appearance and marketing for the standard lager to bring it more in line with its powerful stablemate Stella Artois.
Although the beer’s taste will not change, a new look will be
unveiled in May in a bid to give the brand a more premium positioning.
Rob Bruce, Tennent’s PR manager, said: “Tennent’s has to raise its game and start playing like a premium lager.”
He added that although Stella Artois was its sister brand, it still posed a threat as a “competitor”. “Scotland is a mainstream lager market and Stella hasn’t overtaken Tennent’s by a long shot. However, we have to keep the brand contemporary and the identity hasn’t changed for five years,” he said.
Interbrew has upweighted support behind the brand to £12m to fund the relaunch, which will be bolstered by fresh TV ads. A new music-oriented commercial is being developed to highlight the lager’s ongoing sponsorship deals, which include several festivals north of the border.
In addition, a fourth instalment in Tennent’s internationally-themed series, which started in 2002 with an ad featuring actors playing Thai ladyboys, is also in the pipeline.
Meanwhile, Bruce denied reports that Interbrew was planning to relocate the Tennent’s team to offices in Britain. “An organisational review is taking place. Tennent’s has achieved its status because it’s produced in Scotland and that won’t change.”
Rosie Davenport