In recent years the drinks market has been driven by innovation. Beer, being the biggest alcoholic drinks sector, has had more than its fair share of product launches. Recently, however, much of this product activity appears to have gone flat. It's hardly surprising when most marketers seem to be pre-occupied with targeting consumers who don't drink beer: women.
So it's good to see an old familiar brand hauling itself into the 21st century. The Tennent's brand has always been tough and strong. But it has never been particularly youthful. Unlike its continental cousins, it has somehow seemed to lack any contemporary sense of style.
Tennent's has come a long way because the whole psyche behind the brand has changed, too.
At the vanguard of slaying those ghosts of the past, is the packaging presentation, which is aimed at a new youth audience. The redesigned bottle shape is modern and crisp, but still true to its roots. The thick glass still suggests strength and the bold red Tennent's 'T' gives it terrific standout. The redesign looks as refreshing as the beer itself.
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