Updated
Updated · NBC Boston · Jun 16
Scottish Fans Drain Boston Bars, Driving 4x Beer Sales Ahead of June 20 Match
Updated
Updated · NBC Boston · Jun 16

Scottish Fans Drain Boston Bars, Driving 4x Beer Sales Ahead of June 20 Match

3 articles · Updated · NBC Boston · Jun 16

Summary

  • Sam Adams said its Boston Taproom sold more than 3,000 pints of Boston Lager from Thursday to Sunday and needed an emergency Saturday delivery after Scottish fans drank it dry.
  • Boston's wider bar scene was hit the same way: Hennessy's tripled St. Patrick's Day sales and sold out Sunday night, while The White Bull Tavern said it ran out of nearly everything, especially Tennent's.
  • Federal Wine & Spirits sold out of Budweiser and Corona on Saturday, and The Dubliner said it had its biggest week ever even after planning extra deliveries.
  • The surge followed Scotland's 1-0 win over Haiti, with the Tartan Army filling pubs, marching to Fenway Park and extending celebrations across the city.
  • Boston bars are now bracing for another rush when Scotland plays Morocco at Boston Stadium in Foxborough at 6 p.m. ET on Friday.

Insights

One Boston taproom ran dry; are other local businesses in host cities misjudging the true impact of World Cup fans?
Does celebrating the Tartan Army's drinking spree reinforce a damaging and outdated cultural stereotype?
When viral moments outperform paid ads, what is the true value of official World Cup sponsorships?