Business Case Study - Tennent Caledonian Brewery


Tennent Caledonian has been making beer in Scotland for over 450 years. The Wellpark Brewery in the city of Glasgow is a welcome sight to any passer-by with numerous murals and humorous ads painted on the buildings.

The new Tennent’s Brewery tour takes you behind the scenes to discover how Scotland’s favourite pint is made. At the Tennent’s Training Academy, visitors and hospitality staff alike can learn from some of the very best in the industry – whether it’s a cookery class or bartending qualification.


Stephanie Wade, Director of the Tennent’s Training Academy and Visitor Centre tells us about how the Brewery includes humour throughout the business.


What does the Spirit of Scotland mean to you?


At the Tennent’s Visitor Centre and Tennent’s Training Academy we strive to showcase Scotland’s contemporary culture and hospitality that our country is famous for. Tennent’s has a long standing association with Scottish culture which has been demonstrated through our iconic advertising and sponsorship of major music and sports events for decades.

Our popular brewery tour and training academy experiences reflect these values with fun and humour in everything we do, exceeding our customer’s expectation while engaging with one of Scotland’s favourite brands.

Visitors to the visitor centre and training academy leave with a taste of what Tennent’s Lager stands for, being at the heart of Scotland’s rich culture, heritage and world renowned hospitality.

Which one of the Spirit of Scotland values do you identify with?


Although Tennent’s identifies with a number of the seven spirits, we feel a real connection to humour. From brewery tours celebrating the stories behind Scotland’s favourite pint, to great nights out in our Cook School including our hugely popular Cook, Curry and Comedy nights - we want everyone who comes to the Brewery to leave feeling like they’ve had an experience of the Scottish humour Tennent’s is famous for.


Humour ScotSpirit banner


What about your business makes you identify with this value?


Our #ScotSpirit values are demonstrated through the rapid growth in popularity of our brewery tours, which are an exciting addition to the range of visitor attractions in Glasgow, opening the doors to Scotland’s largest brewery.

Our determination to provide the best possible visitor experience is evident through the warmth and humour that our tour guides bring to tell the story of Tennent’s long brewing history at the Wellpark Brewery and bring to life the character and soul of one of our country’s favourite brands, complete of course with a taste of Scotland’s favourite pint.


The Tennent’s Visitor Centre and Training Academy has grown quickly to deliver excellent services for a wide range of clients. We are Scotland’s only training venue supporting the hospitality trade and provide a wide range of accredited courses at all levels in a relaxed and fun atmosphere.

What do you do to showcase your humour to your customers? 

From the moment visitors arrive at Tennent’s Wellpark Brewery, they are greeted by Tennent’s heritage and humour through street art of our iconic ad campaigns of years gone by.

On the brewery tour, our guides deliver an entertaining and hospitable experience, showcasing Tennent’s strong connection with Scotland’s hospitality industry and Scottish culture. We strive to give everyone who comes through the doors an experience that will stay with them for a long time.

At the Tennent’s Training Academy, all our leisure classes are designed to be hands on, fun and friendly. We are determined that all of our guests have a memorable experience.

Delivering for tourism Image of front cover of document VisitScotland activity highlights VisitScotland activity
Working for Us VisitScotland employees Job vacancies at VisitScotland Vacancies
Holidays in Scotland People Link to VisitScotland's Holiday site Holiday Information