Tennent's unveils 'Black T' lager with mysterious social campaign
Tennent’s has released a new lager called ‘Black T’ as the brewer expands its product offering in a market, which it believes, is demanding more diversity.
Tennent's promises a range of upcoming social campaigns
Prior to the lager’s launch, mysterious hints were posted online about the black bottle until it was officially announced by the brewery on Thursday.
The 'decidely Scottish' premium lager was delivered to social media users in the run-up to the launch to spark curiosity in the brand.
Ladies and gents, we're introducing a new family member. Black T, our premium bottled lager's a bit of a dark horse. pic.twitter.com/fLQCjC4ULa
— Tennent's Lager (@TennentsLager) October 30, 2014
The launch was supported online with the hashtag #TheNewBlack. Digital text also built hype on the side of the Tennent’s brewery in Glasgow.
Stay in the dark till 30.10.14 #thenewblack pic.twitter.com/5MHihaq9yx — Tennent's Lager (@TennentsLager) October 28, 2014
Paul Condron, marketing director at Tennent’s, said: “Black T is a bit of a dark horse in the premium lager category - but we think that people are going to be very pleasantly surprised when they try it. It looks great, it tastes great and its Scottish through and through.
“This is the first time we have looked to build a family of Tennent’s beers, which is exciting. We have never stood still and have kept moving with the times through our 450 year history.”
Condron added: “Right now we see demand for different types of beer for different occasions, whether it’s a bit of a treat on a Friday night, or a light beer on a Sunday afternoon. Our new Tennent’s family gives that choice and complements our core lager.”
The lager will be sold in Tesco and Sainsbury’s following Halloween.
Earlier this year, the drinks firm tested the 'chat' of Commonwealth Games tourists in Glasgow with the 'Yer patter's like watter' vending machine.
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