Tennents Lager

We designed a new can for Scotland’s favourite beer.

Tennent’s wanted to premiumise the can while staying true to the brand. One initial step was to bring Hugh Tennent’s credentials as the UK’s pilsener pioneer to life on pack - a first for the brand story - through copy and illustration.

Research showed that red and yellow are the colours consumers associate most commonly with Tennents. They also give the brand unique shelf standout in the category. We used this to our advantage by showcasing the lager on the inside of the can on its outside and, after jumping through all the technical hoops required to perfect that, it was a case of letting the T do the talking.

We also art directed promo images of the can for use on outdoor advertising and social channels - a playful take on the unique design in line with the Tennent’s brand personality.

Rhona Fyfe, brand manager at Tennent’s Lager, said: “For drinkers in Scotland and abroad a pint of Tennent’s Lager is truly iconic, and we’re taking that image as the inspiration for our new cans. The design celebrates the liquid on the inside, which remains the same refreshing lager that was first brewed in 1885. We pride ourselves on brewing at Wellpark, using the finest quality ingredients as founder Hugh Tennent created over 130 years-ago. This story now takes pride of place on the can, highlighting the history, quality and provenance of the liquid inside.”

Results

Minimum Unit Pricing (MUP) was introduced on 1st May 2018, the same week as the launch of the new packaging. This was the most important day for the off-trade category in a generation.

Within Tennent Caledonian Breweries, the new can design format, packaging extensions (see the full range below) and pricing strategy were all under scrutiny.

At the same time as the price rises, brand perception has increased by 5 points on the brand index. Perceived value, reputation and quality have all increased thanks to the redesign.

Since May 2018 Tennent’s Lager volume share of Scotland Off Trade Lager has grown 4.6%, smashing the 1.2% industry average.

Since MUP Tennent’s Lager has added £11m retail sales in Scotland, +28% on last year, while the category average is +15%.

As of January 2019, Tennent’s Lager owned 25% of the local beer market, dwarfing the likes of Carling, Carlsberg, Budweiser and Brewdog. MUP has ended the price wars and special offers, elevating brand in the decision-making process.

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