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Scotland Fans Drink Boston Lager Dry During 2026 FIFA World Cup, Forcing Emergency Beer Deliveries

B. Kline — Sat, 20 Jun 2026 03:59:14 +0000

Scotland Fans Drink Boston Lager Dry During 2026 FIFA World Cup, Forcing Emergency Beer Deliveries

If you ever needed proof that soccer fans know how to support a brewery, look no further than Boston this past weekend.

Scotland’s Tartan Army march toward Fenway Park. Bob Dechiara-Imagn Images

Thousands of supporters from Scotland’s legendary Tartan Army descended on Boston for the 2026 FIFA World Cup, and in the process managed to accomplish something that few beer drinkers ever have—they temporarily drank the Samuel Adams Boston Taproom out of its flagship Boston Lager.

According to Boston Beer Company, demand for Boston Lager was so overwhelming that the brewery had to arrange an emergency beer delivery after sales reached roughly four times the volume of a typical holiday weekend, including busy stretches like the Fourth of July.

Scotland’s Tartan Army Creates a Beer Shortage in Boston

The Scottish national team’s first World Cup appearance in 28 years has brought an incredible wave of supporters across the Atlantic, and Boston has quickly become one of the tournament’s biggest party destinations.

From Thursday through Sunday, fans packed bars, pubs, restaurants, and the Samuel Adams Boston Taproom, creating one of the busiest weekends the brewery has ever experienced.

“We’ve never seen anything like it,” said Billy DeCain of the Sam Adams Boston Taproom during an interview with NBC Boston.

Rather than sampling the brewery’s extensive draft lineup—which features around twenty beers, including numerous taproom-exclusive releases—most visitors overwhelmingly chose one beer:

Samuel Adams Boston Lager.

Boston Beer Company said it has already increased beer deliveries throughout the week to ensure the taproom remains stocked for the remainder of Scotland’s stay.

It’s Not Just Samuel Adams Feeling the Demand

The surge wasn’t limited to one brewery.

Boston-area bars also reported record-breaking beer sales as Scotland supporters packed nearly every establishment within walking distance of the city’s major attractions.

At The White Bull Tavern, staff reported running through nearly everything they had available.

“Pretty much everything. We ran out of everything,” said Paul Morris of the tavern. “Tennent’s being number one.”

Scottish supporter Dave Orr joked that when one pub finally ran dry, the only remaining option was Bud Light after the Scottish fans had emptied the taps.

Meanwhile, Hennessy’s Bar experienced what may have been one of the biggest weekends in its history.

Chief Operating Officer Noelle Somers told the Boston Globe that beer sales actually tripled what the bar typically sees on St. Patrick’s Day—a remarkable benchmark considering Boston’s reputation for celebrating the Irish holiday.

“We’ve been here for over 30 years, and we’ve never seen anything like it,” Somers said.

Scotland’s Victory Keeps the Celebration Going

The celebrations only intensified after Scotland earned a 1-0 victory over Haiti at Gillette Stadium on Saturday evening.

Fans flooded back into downtown Boston after the match, filling bars well into the early morning hours before turning their attention to another uniquely Boston tradition.

Less than 24 hours later, thousands attended Scotland Day at Fenway Park, where the Boston Red Sox welcomed international visitors with a celebration of Scottish culture.

The festivities included a fan march led by bagpipe players from Evans Way Park to Fenway, with estimates suggesting at least 5,000 supporters participated before thousands more entered the ballpark for the Red Sox matchup against the Texas Rangers.

Why This Matters for Craft Beer

Large sporting events have long been a boost for local breweries, but the 2026 FIFA World Cup is demonstrating just how significant that impact can be.

While many breweries prepare for concerts, holiday weekends, or playoff games, international soccer tournaments bring thousands of thirsty visitors into a city over several consecutive days. For breweries, taprooms, and neighborhood pubs, that can translate into record-breaking draft sales, increased tourism, and valuable exposure to drinkers from around the world.

For Samuel Adams, the unexpected popularity of Boston Lager serves as a reminder that sometimes the classic flagship beer is exactly what visitors want. Despite having an extensive draft list filled with seasonal and taproom-exclusive offerings, Scotland supporters overwhelmingly chose the beer that helped define Boston’s craft beer scene decades ago.

With Scotland scheduled to return to Gillette Stadium later this week to face Morocco, Boston Beer Company has already increased deliveries in anticipation of another wave of thirsty supporters.

If last weekend is any indication, Boston Lager may once again become one of the hottest pours in the city.

Frequently Asked Questions

Did Samuel Adams really run out of Boston Lager?

Yes. Boston Beer Company confirmed that the Samuel Adams Boston Taproom temporarily ran out of Boston Lager after Scotland supporters purchased roughly four times the beer the brewery normally sells during a comparable four-day holiday weekend.

Why were there so many Scottish fans in Boston?

Scotland qualified for the 2026 FIFA World Cup, marking the nation’s first appearance in the tournament in 28 years. Thousands of members of the famous Tartan Army traveled to Boston to support the national team.

Did other Boston bars experience record sales?

Yes. Several Boston-area pubs reported unprecedented demand. Hennessy’s Bar said sales exceeded even St. Patrick’s Day, while other establishments reported running out of multiple beer brands due to the influx of fans.

What does this mean for local breweries?

Major international sporting events like the FIFA World Cup can significantly increase taproom traffic, draft beer sales, tourism, and brand exposure for breweries located in host cities, making them some of the most impactful events for the hospitality and craft beer industries.

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BrewDog’s James Watt Stepping Down as CEO

B. Kline — Wed, 08 May 2024 14:16:07 +0000

BrewDog CEO James Watt. Photo Courtesy of: BrewDog

BrewDog’s James Watt Stepping Down as CEO

The embattled BrewDog CEO and co-founder James Watt is stepping down from the helm of the brewery he started in a garage after 17 years leading the UK business. After numerous tumultuous years, the CEO of BrewDog – James Watt, is officially stepping down as CEO of the company he co-founded and created.

James Arrow will be stepping up and replacing James Watt. He took over the COO position in September of 2023.

I have decided to transition into a new role in the business, one of ‘captain and co-founder’ – and James Arrow will pick up the reins as CEO as our business pushes forward into our next phase of growth. In my new role, I will remain as a board member, a director and I will also be part-time strategic advisor to the business and to our leadership team.

-soon to be former CEO James Watt

Arrow joined BrewDog from Boots Opticians, where he was managing director. He joined BrewDog in September as COO.

James Watt spoke to me last year about continuing to play a role with the business while freeing up time to concentrate on his other projects and interests. We subsequently put in place a succession plan by recruiting James Arrow as COO and strengthening the wider senior leadership team.

-BrewDog chair Allan Leighton

The latest figures from Companies House show that BrewDog, a major UK beer brand and pub operator, reported revenues of £321.2 million ($401 million) in 2022, an increase from £285.6 million the previous year. However, the company incurred a loss of £24.8 million, a significant rise from the £10.6 million loss in 2021.

Under the leadership of CEO Watt, BrewDog has expanded internationally, exporting to 60 markets and establishing retail locations across Europe, North America, Asia, and Australia.

Despite its expansion, BrewDog has faced challenges, particularly in 2021 when it was criticized for fostering a “toxic” work environment. An open letter from a group named ‘Punks With Purpose,’ signed by 76 ex-employees, criticized the company culture as a “cult of personality” centered around Watt and co-founder Martin Dickie.

The letter highlighted widespread concerns across various departments, stating: “It doesn’t matter which part of the business we worked in; production, bartending, sales, operations, packaging, quality, marketing or HR, we all felt that in our day-to-day working lives, there were at best hurdles and, at worst, genuine safety concerns. In the wake of your success are people left burnt out, afraid and miserable. The true culture of BrewDog is, and seemingly always has been, fear.”

In response to these allegations, Watt expressed his distress and acknowledged the importance of the feedback, stating that BrewDog was apologetic, would not challenge the claims but would “listen, learn and act” to address the issues raised.

In January, it emerged the company was to stop paying some of its hospitality staff the UK’s so-called real living wage to tackle increased costs of company overhead. Watt had been overheard saying things like “we shouldn’t be relied on to let people make a living wage, that should be on them”, as well as several other comments indicating he didn’t feel like his workers should be able to fully live off what they make being employed by BrewDog.

In July of 2023 they had announced that they were wanting to set up a huge hospitality expansion, with up towards 300 bars, hotels, and other franchises worldwide, concluding them all by 2030. This would include locations in the UK, Netherlands, India, Thailand, Australia, Italy, and the United States.

Internal Memo

Dear Equity Punk,

You may have seen the big news. Seventeen years after he co-founded the business, James Watt has decided to step down as chief executive of BrewDog.

He will stay on the BrewDog PLC board in the role of ‘captain & co-founder’ and remains a major shareholder. I am honoured to have been asked by Allan Leighton, our chair, and the Board to step into the role of chief executive. Please find below the company announcement which gives more detail and context.

I am looking forward to building on James’s and Martin’s achievements and leading this business through the next phase of its development.

I hope to meet as many of you as possible at the AGM next month, where I’ll share more about my vision and the journey ahead.

James Arrow BREWDOG ANNOUNCES THAT JAMES ARROW WILL SUCCEED JAMES WATT AS CEO JAMES WATT TO MOVE INTO NON-EXECUTIVE ROLE

8 May 10.00, Ellon: BrewDog has today announced that James Arrow, currently COO, will succeed James Watt as CEO of the company, as part of a succession plan put in place last year.

Seventeen years after he co-founded the business, James Watt has decided to step down as chief executive. He will stay on the BrewDog PLC board in the role of ‘captain & co-founder’ and remains a major shareholder.

Allan Leighton, BrewDog chair, said: “James Watt spoke to me last year about continuing to play a role with the business while freeing up time to concentrate on his other projects and interests. We subsequently put in place a succession plan by recruiting James Arrow as COO and strengthening the wider senior leadership team.”

James Arrow joined BrewDog from Boots Opticians, where he was managing director, in September 2023. Prior to that he spent a decade at Dixons Carphone in a variety of senior roles including e-commerce, trading, operations, sales and transformation.

“James Arrow is a proven leader,” said Allan Leighton. “His eight months as COO have given him a great insight into the business. The Board is delighted to have him as CEO, to lead the Company into its next phase of growth.” Allan Leighton continued: “James Watt, alongside Martin Dickie, created this great business from a garage in Fraserburgh. Few have accomplished what he has. From very humble beginnings under his leadership BrewDog has grown to become the world’s leading craft brewer, employing 2530 people across its head office, four breweries and over 120 bars. I am especially pleased he will continue to offer his insight, creative genius and energy to the Board. We all wish him every success in his new ventures and in his NED role on the Board.”

James Arrow said: “James and Martin have created a fantastic business. I am looking forward to building on their achievements and leading this business through the next phase of its development.”

James Watt said: “I want to thank all the incredible people who have helped Martin and me create this unique business. I have loved co-founding this amazing business and leading it for the last 17 years. I am excited to take a bit of time off, to travel, to spend more time with my family and friends. I am also looking forward to being able to dedicate some more time to my other business interests.’

For more information contact brewdog@powerscourt-group.com

See Previous Article on Closure of BrewDog Pittsburgh

BrewDog Pittsburgh Has Closed

BrewDog Controversies

BrewDog is certainly not new to controversies, most of which have been well catalogued. From the recent Reddit post discussing the BrewDog Pittsburgh closure, you can even find a listing of some of their recent scandals:

Some examples:

stealing ideas from fake job interviews

the owner is a terrible person

more about the owner

open letter to the company and owner from former employees

BrewDog Pittsburgh is Closed Closed (/r/Beer)

From that same Reddit page, it also seems that BrewDog Pittsburgh employees were given no notice of the closure until heads up. A Twitter thread follows it here: It appears they also gave their employees no notice whatsoever, in typical BrewDog fashion.

BrewDog vs. Guinness

BrewDog marketing has been actively attempting to ‘sway’ drinkers away from Guinness using social media, ads, and other forms and attempts. Social media ads were designated to discourage drinkers from Guinness through means of discounts, and offering free beer if they didn’t drink Guinness. Their social media posts showed their workers and friends drinking BrewDog in front of Guinness locations and showing their displeasure for Guinness. They started the ad campaign around February of 2023.

This all comes on the heels of weeks after weeks of social media posts and advertisements of BrewDog branding all but calling out Guinness Brewing. With posts showing them drinking their own beer – Black Heart Stout – in front of Guinness locations and stating how much better theirs is. This ‘advertisement tactic’ has drawn much ire in the online community and there was much blow back on social media pages.

BrewDog Pittsburgh Has Closed (March, 2023)

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