Case study: Tennent's - Celebrating and Marketing Your Heritage

Tennent's lager has been made in Glasgow since 1885 and Tennent’s has a long and proud heritage which has been preserved in its business archive collection.

Since the 1980s Tennent’s have contracted out the storage and management of its archive, first to the Scottish Brewing Archive and more recently to the University of Glasgow Archive Service (which took on the management of all collections previously managed by the Scottish Brewing Archive). Through this arrangement, the University of Glasgow ensures the preservation of the archive in its archival repository and provides enquiry services for both Tennent’s staff and external researchers. In this way Tennent’s ensures the professional management of its heritage assets, utilises the archive to support its current business activities, and provides a research resource for the public.  Details about the collection can be found here.

The postcard created for the launch feature an image of Hugh Tennent taken from the advertising material.

(click image to enlarge)

The case study discusses how the fantastic and true tale of the brand’s heritage and entrepreneurial young founder, Hugh Tennent, was celebrated by the brand throughout 2010 in a major national advertising campaign.  Hugh’s innovative vision not only gave birth to Tennent’s Lager and new techniques for brewing in Scotland, but influenced a 125 year history of the brands creative and innovative advertising and sponsorships.

The full case study is available here and the other case studies here.