Tennent's Lager, National Identity and Football in Scotland, 1960s-90s

Consumption of Tennent's lager, brewed in Glasgow, served as an important means of expressing Scottish national identity from the 1960s. The role it came to play in the Scottish psyche ensured that this was no ordinary alcoholic beverage. It soon commanded more than half the lager market in Scotland, a dominance unrivalled among English breweries of lager south of the border. Given this ascendancy in Scotland, Tennent's, consumed in pubs with males as patrons, became linked closely with masculinity. Cans of Tennent's lager began featuring Scottish women in provocative poses from the late 1960s, much to the delight of male drinkers. In the marketing of this beverage, the brewery broadened the basis of Scottish national identity, which now became intertwined with Tennent's lager, masculinity and, soon, football. Sponsorship of Scotland's World Cup Football teams in the 1970s and later the Scottish Cup placed the brewer of Tennent's lager in the forefront of how Scotsmen saw themselves and defined their Scottishness.