Scottish Fans Boost Boston’s Beer Demand During World Cup

In Boston, Scottish fans have made their presence felt during the country’s ninth World Cup. Jason Waddleton, a Scotland native, owns The Haven, a Scottish bar in Boston. ‘I expected a surge of Tartan Army supporters,’ Waddleton shared. His prediction held true.

Massachusetts Governor Maura Healey temporarily extended bar hours for the World Cup. Around 50,000 Scots have gathered in the Boston area, including Providence, R.I. They celebrated Scotland’s opening win over Haiti in Boston and even took part in a ‘Scottish Heritage Celebration Night’ at Fenway Park.

Boston’s beer supply faced challenges due to the influx of fans. St. Patrick’s Day and the Fourth of July are typically major drinking events, but the World Cup rivaled these. The Haven increased its Tennent’s Lager orders dramatically. Other bars also sold out of Tennent’s, tripling orders to meet demand. Sam Adams’ taproom experienced similar shortages, as the Tartan Army consumed large quantities of Samuel Adams Boston Lager.

‘We’ve basically blown through our own allocation,’ Waddleton noted, highlighting the increased beer demand.

As Scotland prepared for another match outside Boston, the festive atmosphere grew. Waddleton appreciated their enthusiasm and ability to make connections. ‘They know how to party and influence,’ he said.

One highly sought-after drink in recent days has been Tennent’s Lager. Prior to the tournament, this was exclusive to The Haven. However, Tennent’s expanded its reach to 80 bars in Boston and surrounding areas. Samantha Crawford, Tennent’s marketing manager, explained the preparations started once Scotland qualified for the World Cup. They’ve also sent beer supplies to Miami for Scotland’s upcoming match against Brazil.

Boston bars were not alone in being caught off guard. Mivan Spencer, owner of Caffe Dello Sport, is used to large soccer crowds, but this time exceeded expectations. ‘After the first weekend, I ran out of many things,’ Spencer recalled. He borrowed from other restaurants to manage. Spencer has since tripled his alcohol orders, ensuring no shortages.

High Street Place, a food hall, experienced similar demand spikes. Supplies meant for a week were consumed in four days. Lauren Johnson, a senior manager there, praised partnerships with distributors for adapting quickly.

‘We’ve had to schedule four emergency deliveries,’ said Devon Sage, a Sam Adams spokesperson, about keeping up with demand.

Politicians in Massachusetts joined in the soccer excitement. Boston Mayor Michelle Wu attended fan events, while Governor Healey declared June 18 ‘World Cup Fans Appreciation Day’ and served drinks at The Haven. Waddleton noted Healey’s need to improve her pint-pouring skills, offering to help her learn.

Reporters Kimberlee Kruesi and freelancers Ken Powtak and Caterina McGuigan contributed.