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Local News Archive
To return to the news articles click here. Font and Glass Complete New Tennent’s Lager Brand Identity22 August 2008 - Tennent Caledonian Breweries is launching a distinctive, new font and branded glass for Tennent’s Lager - completing the final stages of a new brand identity for Scotland’s No 1 beer brand.The double design revamp will boost the bar appeal of the brand - which accounts for more than half of all on-trade lager volume business in Scotland* – and help retailers attract more customers to it. The initiatives should help to build the brand’s recent sales momentum: Tennent’s Lager increased on-trade volume sales by 6.4% in the most recent 12-month audit period when total standard lager sales declined by 3%.*
Mike Lees, Managing Director of Tennent Caledonian Breweries, says: “This is a clear brand communication to differentiate between the two variants – Tennent’s Lager and Tennent’s Ice Cold - by stressing the key product attributes of each. “Font design is a key part of a brand’s armoury because it delivers the brand message to pub-goers at the final point-of-sale. This contemporary design will ensure that Tennent’s Lager cuts through the clutter of bar fonts around the bar and makes an immediate impact with people who are choosing which draught beer to buy.” The new design, which will complement the brand’s established concrete font, will be available to new stockists from August. To coincide with its arrival, new branded half-pint and pint glasses are being made available to on-trade stockists from October. The new design features more prominent use of the famous ‘T’ symbol as well as new wording on the back of the glass which declares: “Our dedicated brewers at the Wellpark Brewery use the water of Loch Katrine, hops and barley to bring you a pint with a crisp taste and refreshingly clean finish.” - illustrating the local pride that Tennents is brewed locally in Scotland.
Lees adds: “These initiatives complete the brand identity refresh for Tennent’s Lager which has taken some time and a great deal of investment. We are now very happy with the way the brand is presented to pub-goers in all its formats - from the font design to the glass - which both have great visual appeal. “This classic 21st Century brand identity means Tennent’s Lager is now well placed to move forward and consolidate its leading position in the standard lager category.” *Source: Nielsen/Scotland On-Trade/YE May 2008. |
The new font has the identical structure, design and dimensions as the chrome Tennent’s Ice Cold unit - but features a non-condensing design to clearly differentiate it from Tennent’s Ice Cold in the eyes of pub-goers.
The glass also features enamel nucleation to ensure improved carbonation and a better quality drinking experience. The design has proved popular with retailers during pre-launch research. 