In Foxborough, Massachusetts, Scottish fans have turned the World Cup into a vibrant celebration. Since learning that Scotland’s ninth World Cup appearance would begin in Boston, their plans for a gathering have taken shape. Jason Waddleton, a Scotland native and owner of The Haven, a Scottish bar and restaurant in Boston’s Jamaica Plain, anticipated the arrival of many fans. He described the influx as a ‘tsunami of Tartan Army’ and prepared accordingly.
Massachusetts Governor Maura Healey responded by extending bar and restaurant hours for the duration of the World Cup. The local area saw thousands of Scots, with estimates reaching up to 50,000, including those settling in nearby Providence, R.I. After Scotland’s opening win over Haiti last week, Scottish fans paraded through Boston, capturing Fenway Park alongside Red Sox fans on ‘Scottish Heritage Celebration Night.’
The arrival of these fans has put pressure on the beer supply in Boston, a city already familiar with heavy consumption on holidays like St. Patrick’s Day and the Fourth of July. The Haven, known for serving Tennent’s Lager, Scotland’s top-selling beer, had to increase orders from four kegs a week to 50. Other local bars also increased their orders significantly to avoid running out.
Sam Adams reported its Boston taproom running out of Samuel Adams Boston Lager. The Tartan Army drank four times their usual amount of Boston Lager during a standard holiday period. The brewery had to arrange four emergency deliveries to replenish stocks.
‘They know how to party, how to make friends and influence people,’ Waddleton said about the Scots, as the celebratory mood heightened with Scotland’s second World Cup match approaching.
Over the past week, Tennent’s Lager has become a much sought-after drink in Boston pubs. Before the tournament, Tennent’s reached agreements to supply their beer to 80 bars in the city and nearby areas. According to Samantha Crawford, Tennent’s International Marketing Manager, preparations for U.S. distribution started as soon as Scotland’s World Cup qualification was confirmed. They have also planned shipments to Miami for Scotland’s game against Brazil.
Mivan Spencer, owner of Caffe Dello Sport in Boston’s North End, reported being overwhelmed by the increased business during the World Cup. Initially, his supplies dwindled, but he managed to borrow stock from his other locations to cope with demand. Spencer has since tripled his regular alcohol order to prevent future shortages. At High Street Place, a food hall in downtown Boston, a week’s worth of drink supplies was depleted in four days, showing the level of enthusiasm from fans.
Massachusetts politicians have actively participated in the World Cup celebrations. Boston Mayor Michelle Wu has attended multiple watch parties, while Governor Healey declared June 18 ‘World Cup Fans Appreciation Day.’ Gov. Healey was even seen serving drinks at The Haven, though Waddleton humorously noted her need for improvement in pouring pints.
This festive atmosphere underscores the cultural exchange surrounding the World Cup and highlights the strong soccer diplomacy at play in Massachusetts during this global sporting event.