Tennent's sold to Magners in £180m deal
Tennent's, the biggest selling lager brand in Scotland, has been bought by Magners cider in a deal reported to be worth £180m.
The proposed sale by brewers Anheuser-Busch InBev to Magners owner C&C includes the Wellpark Brewery in Glasgow.
Tennent's has traditionally been one of the biggest spending brands in Scotland and works with a number of Scottish agencies for its marketing service needs, including Newhaven for its advertising, Stand for design, 2fluid for digital, Material for its experiential work and Burt Greener for PR.
See C&C Group's presentation on the acquisition of the brand here http://www.candcgroupplc.ie/default.asp or download the presentation here.
Early views on the sale seem positive, with one agency insider saying: "On the surface this seems like fantastic news for the company and for the brand.
"Only time will tell, but I think this is good news for the agencies and for the staff. And hopefully this will turn the brand around to once again be Scotland's favourite lager."
Marketing spend on the Tennent's brand has dropped recently, although it is thought that a significant investment would be made next year to celebrate the lager's 150th anniversary.
Tennent's accounts for 55% of lager volumes sold to Scottish pubs and clubs and around 30% of the volumes sold to off-licences and supermarkets.
Former Tennent's marketing director and now owner of marketing and training consultancy Circuit Break, Gordon Brown, said: "From my end I think they have bought a great set of brands with the jewel being Tennent's Lager. The Market is tough but I still believe the red T has a great place in Scotland's drink industry and if the new owners are willing to invest behind the brand then it has to be good for the employees and the Scottish drinker."