Bass unveils new Tennent’s ‘smooth’ lager

Bass is launching a smooth version of Tennent’s lager, called Tennent’s SD, as part of its strategy of developing premium draught brands.

Tennent’s SD has an alcoholic strength of five per cent and is served ice cold. Like Guinness stout, it has to be left to settle.

The brand will mirror Carling Premier, a premium extension of Bass’s Carling brand, which is positioned as a smooth lager. All the major brewers are developing premium brands as standard lagers face stagnating sales.

This week, SD is being launched in 300 pubs in Scotland. If successful, a canned version will be developed and launched for the take-home trade across the UK.

Initially, the launch of Tennent’s SD will be backed by a below-the-line campaign by KLP, using the tag line “Seriously Different”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here