Scottish drinks company Tennent’s will open a visitor centre in the east end of Glasgow on November 22.
The Tennent’s Story experience at Wellpark Brewery will tell visitors about the brand’s 130-year history.
Brewery bosses claim the centre will be “the UK’s biggest beer attraction” and represents a “seven-figure investment”.
Alan McGarrie, Tennent’s group director, said: “Scottish beer appeals to almost a quarter of visitors to Scotland and this investment demonstrates a real commitment to further promoting Scotland’s brewing heritage.
“With an ever-growing interest in the provenance story of beer, and a subsequent rise in beer tourism, we want to give locals and visitors to the city a behind-the-scenes look at not just a working brewery, but the history of Scotland’s number-one beer and the cultural icon that is Tennent’s lager.”
The attraction will trace the history of Scotland’s oldest brewery, from the 1500s to the present day.
Building upon the existing tour and tasting experience, The Tennent’s Story will take visitors behind the scenes of the famous beer, covering everything from its origins, production, provenance and even how to pour the perfect pint.
Centred on the story of Hugh Tennent and the first brew of Tennent’s Lager in 1885 – which was described by newspapers at the time as a “madman’s dream” – the visitor centre will be home to artefacts gathered from the first days of brewing at Wellpark in 1556 through to today.
Visitors to Scotland spend £1 billion a year on food and drink, with beer tourism set to contribute to a further £1 billion in growth by 2030 as outlined in Scotland’s Food Tourism Action Plan.
VisitScotland said the attraction will help Glasgow reach its target of an additional one million visitors by 2023.
Jim Clarkson, VisitScotland regional leadership director, commented: “It’s a great fit for the tourism experience in the city.
“This is an exciting time for Scottish brewing with the growing global demand for variety and quality of beer greater than ever. This investment demonstrates a real commitment to further promoting Scotland’s brewing heritage.”
Pictured: Graffiti artist Conzo Throb applies the finishing touches to new wall designs outside ‘The Tennent’s Story’ experience.