Association of Leading Visitor Attractions

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08 Nov 2018

Tennent’s Lager looking to pull in punters at the UK’s biggest beer attraction

Beer brand Tennent’s Lager is to open a new immersive visitor attraction this month that will trace the history of the Wellpark brewery – where the beer is made – from the 1500s to the present day.

Located in the East End of Glasgow, Wellpark is the city's oldest brewery and the new visitor centre will have artefacts on display that date back to 1556 when brewing was first carried out on the site.

It will be the UK’s biggest beer-themed attraction when it opens on 22 November 2018.

The main exhibition, the Tennent’s Story, will be centred on the story of Hugh Tennent and the first brew of Tennent’s Lager in 1885.

The attraction will build upon the existing tour and tasting experience, taking visitors behind the scenes of the origins, production and provenance of the famous beer, as well as teaching guests how to pour the perfect pint.

Other features include motion capture animations developed by Glasgow School of Art, new artwork from graffiti artist Conzo Throb and personal stories from generations of Tennent’s alumni.

The tour will end at the revamped tasting experience, which is home to a new Tennent’s Tank Lager installation and will serve up brewery fresh pints of the lager.

"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," said Alan McGarrie, group brand director for Tennent’s Lager.

"With an ever-growing interest in the provenance story of beer and a 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 number one beer and the cultural icon that is Tennent’s Lager."

Additionally, and as part of the project, the brewer is to open a learning facility called the Tennent’s Training Academy at the neighbouring Drygate Brewery, which also sits on the Wellpark site.