In Foxborough, Massachusetts, excitement filled the air as Scotland’s fans eagerly prepared for the country’s ninth World Cup appearance. With plans for celebrations underway, Scottish natives in Boston, such as Jason Waddleton, the owner of The Haven, anticipated large gatherings of Scotland’s supporters, known as the Tartan Army.
Massachusetts Governor Maura Healey temporarily extended bar and restaurant hours to accommodate World Cup festivities. As a result, approximately 50,000 Scots flocked to the Boston area, including nearby Providence, R.I., which became their home base. The festivities reached a peak when Scottish supporters celebrated their opening win over Haiti. They filled Fenway Park during a Scottish Heritage Celebration Night, cementing their presence in the city.
Boston’s bars, traditionally prepared for major drinking events like St. Patrick’s Day and the Fourth of July, faced a new challenge. The influx of Scottish fans strained the city’s beer supply. At The Haven, Tennent’s Lager orders skyrocketed from four kegs to 50 in a single week. Other bars also saw a surge in Tennent’s sales, prompting them to triple their orders to prevent shortages.
Similar stories emerged across Boston. Sam Adams’ Boston taproom ran out of Samuel Adams Boston Lager. Scottish fans, part of the Tartan Army, consumed four times the usual amount of Boston Lager during the city’s fan festival from Thursday to Sunday.
“We’ve blown through our own allocation. We’ll get more on Monday,” said Waddleton.
As Scotland geared up for its second World Cup match near Boston, the city’s celebratory atmosphere intensified. Jason Waddleton noted the Scots’ ability to bond and create friendships.
Beer Demand Surges in Boston Pubs
Over the past week, Tennent’s Lager became a hot commodity in Boston pubs. Initially exclusive to The Haven, Tennent’s partnered with 80 bars in the city and its surrounding areas to meet fan demand.
Samantha Crawford, Tennent’s international marketing manager, stated that the preparation began as soon as Scotland qualified for the World Cup. Plans were also made to distribute supplies to Miami bars for the upcoming Scotland vs. Brazil match.
“We started the next day. The beer is part of Scotland’s sports culture,” Crawford explained.
Many local bars underestimated the demand. Mivan Spencer, owner of Caffe Dello Sport, experienced larger-than-expected crowds. He borrowed stock from his other restaurants to keep up with demand.
Elsewhere, High Street Place, a food hall in Boston, experienced an unexpected surge. Supplies meant to last a week were exhausted in four days.
“Our distributors increased orders swiftly,” shared Lauren Johnson, a senior manager at the venue.
Iconic Boston Beer in Demand
Sam Adams reported running out of its iconic Boston Lager due to the influx of the Tartan Army. The brewery organized four emergency deliveries to their taproom to maintain supply. In total, they sold over 4,000 pints, emptying about 90 kegs.
Devon Sage, a spokesperson from Sam Adams, noted the higher consumption compared to typical four-day holiday stretches like the Fourth of July.
Brewery Items as Political Tools
Massachusetts politicians also joined in the World Cup excitement. Boston’s Mayor Michelle Wu attended various fan events, while Governor Healey declared June 18 as ‘World Cup Fans Appreciation Day.’ She was even seen behind the bar at The Haven, serving drinks and delighting patrons. Waddleton humorously suggested she needed to improve her bartending before taking a future bar shift.
The Scottish fans’ presence in Boston made a significant impact, energizing the city and its beer culture during the World Cup.
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