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C&C Group lines up Tennent's 'Key to the Brewery' campaign

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C&C Group has launched an on-pack promotion for the Scottish lager brand Tennent's as it looks to celebrate the brand's home country.

The Tennents Key to the Brewery campaign will run until September

The Tennent's 'Key to the Brewery' campaign will run until September

The activation, called 'Key to the Brewery' will offer consumers the chance to win a key to Glasgow's Wellpark Brewery and a party in the new visitors centre. Promotional packs contain a code that can be entered on line to reveal prize details. 

The top prize allows the consumer to host a party for up to 29 friends, complete with food of their choice, a DJ, an "exclusive tour of the brewery and personalised decorations". Once the party's over, the prize-winner will also be awarded a year's supply of product, merchandise and a Tennent's key.

Other prize options include party packs containing ten cans of Tennent's, a Sonos speaker, personalised glassware and bunting, or a drinker's name engraved on one of 20 bricks on the new "Wall of Fame" outside the brewery. 

Available across 10-, 12- and 15-can packs, the promotion will run via retailers including Tesco, Morrisons and Asda, until 6 September.

"As Scotland's favourite beer, we have a lot of loyal Tennent's fans out there - so what better way to reward our consumers than with a key to the Wellpark brewery, or their name forever carved into the Tennent's Wall of Fame," said Iain Telford, marketing services manager at Tennent's. "Our visitors centre reopened at the end of last year and following a relaunch, we can now use the space for customer and consumer events, which offer a true Tennent's touch."

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