It is the super-strength lager most commonly associated with tramps drinking from paper bags on park benches, yelling obscenities and muttering into their own bawbags. But Tennent's Super is about to get a makeover and could soon be found mixing it in the premium drinks market.
Senior management at Tennent's are said to be growing tired of constant criticism of their so-called irresponsibility at providing low-cost but high-strength lager to those in most need of it. Their solution is not without controversy though - to increase the strength to a mighty 14% and rebrand as the thinking man's alternative to wine.
Whilst previously not considered as an alternative to the Shiraz’s and Merlot’s of this world, it is now highly likely that Super will take a seat at the table of luxury drinks. Remaining competitively priced (at £1.97 a can) will be key to the success in this market and with plans afoot for new branding, there seems few obstacles in the way.
Tennent's UK corporate affairs director, Eric Joyce, gave some insight into the plans when stating, "Why drink a 700ml bottle of wine that some buftie pretends they know about, when instead you could be drinking a 500ml can of Scotland's finest." It is hard to argue with such insight.
In a blind taste test of a sample batch, Jilly Goolden, the noted English wine critic, was happy to give comment on both the bouquet and palate of the prototype Super. “I’m getting wet sheep,” was the final verdict of Ms. Goolden.
Tennent's Super was first brewed in Glasgow in 1950 in honour of Sir Alexander Graham Bell.