Scottish beer brand Tennent’s has marked its 140th anniversary with the unveiling of a Bavarian Pilsner.
Billed as “a crisp, clean pilsner brewed using German bittering hops and Scottish barley”, the 4.7% abv tipple will launch from this month in retailers including Sainsbury’s, Morrisons, Asda and Spar (rsp: £6/4x440ml).
It was inspired by the journey made by Hugh Tennent to Bavaria in the 1880s prior to founding Tennent’s, according to the C&C Group-owned brand.
“This isn’t just a new product, it’s a celebration of Tennent’s heritage, our innovation, and our future,” said Tennent’s senior brand manager Joanne Motion. “It’s a chance to reconnect with the story of Hugh Tennent and the Bavarian roots that helped shape our iconic lager – brewed using traditional Bavarian methods but made right here in Glasgow.”
Bavarian Pilsner would be the first in a series of limited-edition brews aimed at bringing back “forgotten favourites to the shelves in Scotland”, according to Tennent’s.
Tennent’s Vaults was a “new platform for innovation that draws from our vast brewing heritage and expertise”, said Motion.
“This is just the beginning, and we can’t wait to share what’s coming next,” she added.
The launch of Bavarian Pilsner will be supported by a digital marketing and PR campaign, as well as the launch of “the world’s first “Square Wurst sausage” – a combination of the traditional Bavarian bratwurst and the Scottish classic.
It comes with sales of mainstream lagers continuing to slide as shoppers cut back on booze or opt for more upmarket options.
Higher prices mean that Tennent’s flagship, namesake lager has managed to grow value sales by £505k to £80.0m, but volumes of the tipple have slid by 7.3% [NIQ 52 w/e 19 April 2025].
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