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Our Communities


It is important to us that we operate as good citizens in our communities. We focus our efforts on activities that benefit our local areas. We work hard to ensure we have a positive impact on the communities in which we operate. A significant part of this is our approach to charitable activities where we support a wide range of charities particularly those that have a local impact in relation to our operating facilities.

We support a diverse range of sporting and live music events as well as charities and community projects across Ireland.

Our partnerships with sporting events include horse racing and endurance events and we continue to sponsor the Tipperary hurling and football championships, covering all adult grades.

In the Republic of Ireland, our presence at music festivals is widespread including the Bulmers Forbidden Fruit Festival, Body & Soul and Metropolis along with more local events such as Beatyard, the Kilkenny Trad Festival, the Busking Festival in Clonmel and Bulmers Live at Leopardstown.

In Northern Ireland, Tennent’s continues to partner with the Irish Football Association in Northern Ireland supporting football at both a national and local level. We also support a number of live music events including Belsonic, Vital and CHSQ which is Northern Ireland’s biggest music festival. The annual sponsorship of this and other live music events helps bring world-class musicians to Northern Ireland.

In the Republic of Ireland, we continue to use our brands to raise money for local charities. Tipperary Kidz water has partnered with the ISPCC (the Irish Society for the Prevention of Cruelty to Children), Ireland’s national child protection charity. Tipperary Kidz water is providing a crucial platform for the ISPCC, putting the ISPCC Childline phone number into the hands of children by incorporating it on our Tipperary Kidz water bottles. We will donate €20,000 to the charity this year to support their freephone number, text number, online chat system, school outreach programme and their campaigning for children’s rights, all run by professionally trained ISPCC staff and volunteers.

We have established a partnership with Inner City Enterprise (ICE), a charity which advises and assists unemployed people in Dublin’s inner city to set up their own businesses.  We have provided ICE with funding to support their initiatives and a number of our staff have joined their panel of business advisors to support the entrepreneurs that they work with.

We are extremely proud to support the Tony O’Brien scholarship in honour of our late Chairman, Tony O’Brien. This scholarship helps young people from Tony’s home county of Kilkenny to attend the Quinn School of Business in University College Dublin with a total of ten sponsorships having been awarded to date.

We support a number of local schools by providing student work experience opportunities at our Clonmel production site for students in technical and manufacturing subjects as well as places in our marketing and customer service departments in Dublin and Belfast.

Our diverse range of Tennent’s Training Academy courses and classes have seen continued growth with over 40,000 students having passed through our doors. The award-winning Training Academy continues our work in supporting charities and schools with a programme of training and learning sessions across a range of hospitality sectors. This includes working with Glasgow’s Special and Behavioural needs schools to develop pupils’ experience across the hospitality industry and to promote healthy lifestyles for young people in collaboration with UTD sports. The success of our Yes Chef programme, aimed at rehabilitating young adult males recently released from prison, has seen 50% of participants gain full time employment in established kitchens.

In May 2017, Magners launched a limited edition Lisbon Lions pack to mark the 50th anniversary of Celtic’s historic European Cup victory. Under the Magners Employability Scheme, a donation of £10 was made from the first 1,967 packs sold to the Celtic FC Foundation.  The Magners Employability Scheme sees Magners partner with the Celtic FC Foundation and the Tennent’s Training Academy to teach new skills to adults who are registered as long-term unemployed.  This intensive twelve week project, which was first launched in 2015, has now seen over 29 graduates move into work across Glasgow. In November 2017, 13 trainee chefs graduated from this year’s programme and have secured employment in some of Glasgow’s top kitchens.

We support a broad range of charitable activities including KidsOut Scotland, where our annual dinner event for 250 guests raised £50,000 to support disadvantaged children in Scotland.  We raised a further £10,000 for KidsOut from a team of Tennent’s employees completing the Glasgow Half Marathon in October.

In October 2017, Tennent’s supported Scotland’s first social enterprise pub group, Harry’s, the on-trade wing of the Beer for Good Community Interest Company, founded in August 2015. Following a six-figure investment package from Tennent’s, Harry’s extended its presence in Edinburgh and added to its growing portfolio with the purchase of “Harry’s Southside”.  Aiming to support young people aged 18-25 requiring assistance, Harry’s offers bespoke training in the hospitality industry. These trainees are given the opportunity to gain invaluable experience and receive industry-wide recognised qualifications to help them in their future careers.

To mark Tennent’s Lager becoming the Official Beer of Scottish Rugby, the brand launched a charity raffle to win the ‘Best Seat in the House’ at Scotland’s Home Six Nations internationals.  Scottish Rugby icon, Doddie Weir and Chris Gardner of The BEN launched the charity raffle in January, offering winners a once-in-a-lifetime match day experience for the games against France and the Calcutta Cup clash against England. The raffle raised almost £15,000 with proceeds being split between the Scottish drinks industry charity, The BEN, and the My Name’5 Doddie Foundation together with The Murrayfield Injured Players Association.

The Tennent’s Visitor Experience has seen continued growth, with over 22,000 guests attending our brewery tours in 2017, up 15% on the previous year. Plans to develop the Tennent’s visitor experience are well underway, with a £1.2 million investment in ‘The Tennent’s Story’. Launching in Autumn 2018, the brand new state of the art tour will combine cutting edge digital animation and bespoke interactive display features with never before seen Tennent’s historical exhibits, creating a truly one of a kind brewery experience.  This brand new tour experience will showcase the heritage of the Tennent’s business as well as further establishing Tennent’s as a truly global brand.

Vermont Hard Cider Company has a passion for producing the highest quality products with a commitment to our employees and our community, ensuring we are socially, ethically, and environmentally responsible.  In FY2018, we continued our commitment to our local orchard partners as well as to our allied industry associations.  We voluntarily serve on the board of directors for the Vermont Tree Fruit Growers Association, the Vermont Cider Makers Association and the United States Association of Cider Makers.  We host annual meetings for the University of Vermont’s outreach to apple growers, and provide in-kind donations of marketing materials, digital marketing, consumer education and technical expertise to promote overall cider awareness.

We have a long term commitment to sourcing local apples.  This year we concluded a three year study to promote the sustainable growth of cider specific apples in Vermont by using less inputs and sprays on the orchard and paying a fair price to farmers to grow cider specific apples.  The study involves 40 acres of orchard that are managed using cider specific techniques.  We have provided funding for this initiative through $200,000 in payments per year for these specialty cider apples and through a $200,000 loan to the orchard to purchase additional cider acreage.