The Samuel Adams Boston Taproom thought it was prepared for World Cup crowds. Then thousands of Scottish soccer fans arrived.
Following Scotland’s 1-0 victory over Haiti in its first World Cup appearance since 1998, supporters consumed so much Samuel Adams Boston Lager that the taproom was forced to arrange an emergency beer delivery. According to Boston Beer Company, sales ran about four times higher than a typical four-day holiday weekend.
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According to Boston Beer Company, fans consumed roughly four times the amount of Boston Lager the taproom would typically sell during a four-day holiday weekend. The unexpected surge left the three-story, 15,000-square-foot venue scrambling to replenish inventory.
The influx came as an estimated 20,000 to 30,000 Scottish supporters descended on Boston for Scotland’s first World Cup appearance since 1998. Known as the “Tartan Army,” Scotland’s passionate fan base has developed a reputation for turning major tournaments into citywide celebrations, and Boston proved no exception.
The beer shortage extended well beyond the Samuel Adams taproom. Boston Beer Company said bars across the city received an additional 100,000 pints of beer during the week — about 30% more than normal — to keep up with demand from visiting fans.
Several establishments reported record-breaking business. Hennessy’s, a popular Irish pub in downtown Boston, told local media it generated roughly three times its typical St. Patrick’s Day sales and sold out of beer entirely.
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The celebrations began even before kickoff. Ahead of Scotland’s opening match, hundreds of fans boarded a chartered party boat in Boston Harbor and reportedly consumed 2,000 beers while singing and celebrating their team’s long-awaited return to soccer’s biggest stage.
The drinking frenzy became such a talking point that Massachusetts Governor Maura Healey joked to BBC News that she might need to send an “SOS” to neighboring states and Canada for additional alcohol supplies.
Scotland’s supporters still have more reason to celebrate. The team opened its World Cup campaign with a victory and remains in Boston for its next group-stage match, ensuring the city’s bars may not be out of the woods just yet.
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