Tennent’s taps into regions

New-look fonts feature famous landmarks from across Scotland

The font of all knowledge: each of the 12 designs depicts a different region of Scotland.
The font of all knowledge: each of the 12 designs depicts a different region of Scotland.

ORKNEY, Shetland, Inverness, Ayrshire and Fife are among the regions represented in a series of 12 limited edition Tennent’s fonts.

Designed to create ‘stand out’ on the bar, the fonts are currently being rolled out to selected pubs and bars across Scotland.

Eleven regions – Glasgow, Edinburgh, Aberdeen, Dundee, Perth, Fife, Stirling, Ayrshire, Shetland, Orkney and Inverness – are represented along with a general Scotland design for outlets outwith the selected regions.

Each of the fonts, created by design agency D8, features landmarks and references from the region it represents, such as Edinburgh’s Calton Hill, the Finnieston Crane in Glasgow, Aberdeen’s Dunnottar Castle, Deep Sea World in Fife, Orkney’s Viking longship, shinty in Inverness and Perth’s Tay Bridge.

Alan Hay, on-trade sales director at Tennent’s, said 250 fonts of each design will be rolled out this summer.

“Supporting our customers will always be our priority, and following the success of our customisable founts, we are now rolling out fount designs for specific regions of Scotland,” he said.

“No other brand knows the Scottish on-trade like we do and we’re sure the cultural references on each fount will create a real talking point amongst pub-goers; we can’t wait to see how they look in bars around the country.

“We want our drinkers to have a quality experience when enjoying a pint of Tennent’s, and that starts with how our fount looks on the bar.”

The roll out of the limited edition fonts comes after Tennent’s extended its partnership with Scottish Rugby in a seven-figure deal.

Under the new agreement, Tennent’s will continue its relationship with the Scotland national team and the country’s two professional sides: Edinburgh and Glasgow Warriors, alongside the additional title sponsorship of the Scottish domestic leagues.

The brewer will additionally take on the naming rights of the Premiership and National leagues, with the newly-formed Scottish Championship to follow in 2019/2020.