Scotland Fans Flood Boston, Sparking Beer Boom Amid World Cup Festivities

Scotland fans eagerly anticipated the country’s ninth World Cup appearance, held in Boston. Plans for celebrations began early. Jason Waddleton, a Scotland native and owner of The Haven, a Scottish restaurant and bar in Boston, predicted a large influx of Scotland supporters.

He was correct. Massachusetts Gov. Maura Healey approved extended bar and restaurant hours during the World Cup. Before long, thousands of Scots, estimated at around 50,000, arrived in the Boston area and neighboring Providence, R.I., making the region their temporary home.

The Tartan Army, as Scotland’s fans are known, paraded through Boston after their team triumphed over Haiti. They even took over Fenway Park during a “Scottish Heritage Celebration Night” held by the Red Sox. This increased beer consumption surged in a city known for festivities like St. Patrick’s Day and the Fourth of July.

The Haven, which regularly stocks Tennent’s Lager, Scotland’s top-selling beer, boosted its order from four kegs a week to 50 to meet demand. Other bars tripled their orders to avoid running dry. Sam Adams reported its Boston taproom ran out of Samuel Adams Boston Lager as Scottish fans thronged the city.

World Cup excitement intensified as Scotland prepared for another match outside Boston. Waddleton commented on the sociable nature of the Scottish fans. Events filled the city’s pubs, putting further pressure on beer stocks.

One popular drink is Tennent’s Lager, now distributed to 80 bars across the Boston area. Samantha Crawford, international marketing manager for Tennent’s, explained they started preparing for U.S. distribution as soon as Scotland qualified for the World Cup.

Local bars were caught off guard. Mivan Spencer, who owns Caffe Dello Sport in Boston’s North End, found himself unprepared for the crowds. After the initial weekend, he ran out of beverages, borrowing from his other restaurants to restock. He tripled his alcohol orders to avoid running out again. High Street Place, a downtown food hall, consumed a week’s worth of supplies in four days, according to Lauren Johnson, a senior manager.

The demand for Boston Lager saw Sam Adams schedule four emergency deliveries. From Thursday to Sunday, the Tartan Army consumed four times the usual amount sold during the typical holiday stretch.

Local politicians engaged with the soccer enthusiasm. Boston’s Mayor Michelle Wu attended fan festivals and watch parties. Gov. Healey declared June 18 as “World Cup Fans Appreciation Day” and even served drinks at The Haven. Waddleton suggested she hone her bartending skills for potential future shifts.