A new £1 million plus visitor centre has been built to tell the story of the “cultural icon” Tennent’s Lager.
Brewery bosses hope the new centre, in Glasgow’s east end, will become a popular destination for beer lovers.
Meanwhile tourist chiefs in the city hope the new site, which opens in November, will help Glasgow meet its goal of attracting one million extra visitors a year by 2023.
Tourists spend about £1 billion a year on food and drink while visiting Scotland.
Tennent’s bosses say the new visitor centre at their Wellpark Brewery will tell the history of brewing in the area from the 1500s through to the present day, including how founder Hugh Tennent first brewed the lager that bears his name in 1885.
Alan McGarrie, group brand director for Tennent’s Lager, said: “The Tennent’s story is at the heart of Glasgow’s history and with this significant company investment at our home at Wellpark we are bringing the story to life – bigger and better than we ever have before, as we showcase the brewery, the beer and the brand.
“With an ever growing interest in the provenance story of beer, and subsequent rise in beer tourism, we want to give locals and visitors to the city a behind the scenes look at not just a working brewery but the history of Scotland’s No 1 beer and the cultural icon that is Tennent’s Lager.”
Jim Clarkson, of tourism body VisitScotland, said: “Visitors love the Tennent’s brand for the same with and warmth of personality that they love in Glasgow itself.”
A true innovator and pioneer was our Hugh… 🍺 Prost indeed… 🍺https://t.co/LSFBOpf1gT
— Tennent's Lager (@TennentsLager) September 20, 2018
He hailed the new visitor centre as a “great fit for the tourism experience in the city” and added: “It is an exciting time for Scottish brewing with the growing global demand for variety and quality of beer greater than ever.
“Scottish beer appeals to almost a quarter of visitors to Scotland and this investment demonstrates a reall commitment to further promoting Scotland’s brewing heritage.”
Councillor David McDonald, depute leader of Glasgow City Council said the story of Tennent’s Lager was “almost as old as the city itself”.
He said: “Our focus is on showcasing Glasgow as an outstanding global city, one that’s welcoming and vibrant with a rich cultural heritage, a flourishing food and drink sector and an unrivalled visitor experience.
“Tennent’s investment in this exciting new attraction strongly reflects our ambition and will undoubtedly boost Glasgow’s tourism economic in the coming years.”