The Tartan Army is estimated to down five million pints tonight as they roar on Steve Clarke's boys against Haiti. Pubs and bars might struggle to keep up with fans as they revel in Scotland's return to the World Cup for the first time in 28 years.
Massive Surge in Beer Demand
Tennent's, producers of the nation's best-selling pint, revealed they've been working around the clock to meet surging demand across the country and beyond. As well as tending to thirsty Scots at home, that includes a staggering 400 percent increase in Tennent's kegs shipped off to the US.
Hazel Alexander, senior brand manager at the brewery, said: "We see Scotland's group games as equivalent to three Hogmanays in the space of ten days. That gives you an indication of the scale of the operation. Scotland's return to a World Cup has naturally seen a spike in orders and our teams have been working hard to support what is a huge moment for the hospitality trade."
Hospitality Sector Boost
Speaking ahead of the World Cup 2026 clash in Boston, Stephen Montgomery, director of the Scottish Hospitality Group, said: "This is a gift to pubs, bars and restaurants who, at this time, could really do with a good lift. There are loads of places pushing the boat out big time to make a warm and welcoming place for anybody and everybody. It will be the biggest night since Hogmanay and there will be millions of pints poured in bars across Scotland."
Fans in Party Mood Early
Scotland fans were already getting in the party mood during Saturday with diehards tucking into the beers as early as 8am. Kilted up pals Quinn Simpson and Finlay Rollo, both 24, were in Glasgow buzzing to see Scotland compete in a World Cup for the very first time - with the nation's last appearance in France 98 happening before they were born.
Quinn said: "I got the 7am train down from Inverness and I've been drinking since 8am. Everybody's buzzing, in Inverness and Glasgow it's the same. All the pubs have their screenings and their ticketed events, everyone's happy. I'm feeling confident about the game, always."
Finlay, an electrical engineering student in Glasgow, added: "There's a huge buzz about the place. I feel like we had a bit of a win already with that Denmark game in the qualifiers - hopefully we get more of that later. I reckon it'll be 0-0 at half-time but then a 2-0 Scotland win. We're going out for the rest of the day then we're off to a watch party tonight. Will we even make it to the game? We'll see."
International Fans Join the Fun
Outside the Counting House on the corner of the city's George Square, Brazilian backpacker Jackson Andradi showed us his custom-made half-Brazil half-Scotland flag. The 37-year-old was looking forward to watching his beloved home nation take on Morocco at 11pm prior to watching Scotland take on Haiti.
Jackson said: "I hope Brazil and Scotland are going to win tonight, but Morocco and Haiti are both good teams too. It's amazing here, I never expected how excited everyone would be. And everyone seems to like Brazil… for now anyway, until you play us! Whatever the result, you just know the Scottish people will be having a party."
A Generation's First World Cup
Reece Cameron, from Robroyston, Glasgow, is another who has never seen his country in a World Cup – as he's just 20. He said: "It's hard to describe the buzz people are feeling. My dad's first World Cup was 1978, and then we were in 82, 86, 90 and 1998. He's got lots of very good memories he's told us about down the years. It's mental how long it's been."
And 31-year-old Iona Turner, who travelled up from London to be in her Glasgow hometown for the match, said: "We've got to have hope. I'm watching the game with my family, five or six of us. My little brother has already stacked up a bunch of alcohol, he's got buzzballs, he's planning on making venoms. It's quite the event. I don't know if I'll survive if I don't have a nap beforehand."
Millions Watching at Home
Millions of Scots were expected to watch the game with a drink in the comfort of their own home, or at house parties with friends and family. Montgomery added: "It's 28 years since Scotland was last in a World Cup so this is a big occasion for everybody and there's a lot of excitement. One good thing about this time round is the amount of women who are coming out to support football is unbelievable, and that's a lot to do with the growing success of the women's game. There's an appetite there too from families. Kids are going to be there watching the games, although perhaps most likely home with their families because of the restrictions at pubs after 9pm. But it's a moment that everyone will remember for the rest of their lives. And it's also a good occasion for pubs to make that extra bit of money, which they badly need."
Tennent's Supply to US Soars
Tennent's also told how it had been hit with an unprecedented volume of orders for the US as an estimated 20,000 Tartan Army soldiers descend upon Boston, host of our first two group games. Sam Crawford, International Channel Marketing Manager at Tennent's, said: "Demand for Scotland's national beer has been high with 400 percent more kegs sent over to venues in the USA in preparation, versus the same period last year. It's been a long 28 years for the Tartan Army, and we're chuffed to help Scots get a taste of home while on the road stateside."
