Tennent’s is to return to the UK stout category after C&C Group moved to react to rising interest in the product area.
The 4% abv stout, brewed at the Tennent’s site in Glasgow, is initially going on sale to on-trade customers.
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Stout sold under the Tennent’s brand had been produced for “centuries”, C&C said, but the company added it has not been available in the UK “for a considerable period”.
C&C said: “Tennent’s has continued to brew its Export Stout which is available overseas. This is a different liquid to the new Tennent’s stout which is a modern revival inspired by Tennent’s rich brewing heritage.”
Diageo’s Guinness remains the largest brand in the UK stout market and the drinks giant continues to enjoy rising sales.
However, the resurgence in the popularity of stout has prompted brewers to launch products and invest more in marketing.
“Demand for darker beers remains high with consumers more open to trying different stouts. In Scotland alone, the stout category grew 22.6% in volume in the last two years,” Hazel Alexander, senior brand manager for Tennent’s lager, said, citing CGA data.
“Tennent’s stout will be a great addition on the bar allowing venues to offer something new in the category especially in time for the darker months when sales tend to peak.”
Plans for the off-trade are “in development”, C&C added.
