Boston's hospitality sector is grappling with an unexpected challenge as an estimated 20,000 Scottish football supporters, affectionately known as the Tartan Army, have descended upon the city for the World Cup. Their enthusiastic celebrations have led to a significant and widespread shortage of beer across numerous establishments, with some reporting they have completely run out of stock.
The influx of fans, present for Scotland's initial two group stage fixtures, has created an unprecedented surge in demand. Noelle Somers, Chief Operating Officer at Hennessy's Bar in central Boston, highlighted the extraordinary scale of the phenomenon, noting that trade following Scotland's match against Haiti was three times higher than on St Patrick's Day. Speaking to the Boston Globe, Ms Somers stated, "We’ve been here for over 30 years and we’ve never seen anything like it." The bar reportedly ran out of beer on Sunday evening before being resupplied on Monday morning, with another delivery anticipated ahead of Scotland's upcoming match against Morocco on Friday.
The impact has also extended to local brewing giants. Sam Adams, a prominent Boston-based brewing company, saw its city taproom run dry over the weekend. A representative for the Sam Adams Boston Taproom, Billy DeCain, informed NBC Boston that demand for their Boston lager was four times higher than during a typical holiday period, echoing the sentiment that they had "never seen anything like it."
Blue, tartan, and the Saltire flag have become common sights across Boston's pubs as the Tartan Army makes the city their temporary home. The Haven, Boston's sole dedicated Scottish bar, has naturally become a central hub for these supporters. Ahead of the tournament, owner Jason Waddleton took proactive measures, ordering more than 100 kegs of Tennents to ensure fans could enjoy their preferred Scottish brew.
This spirited fan behaviour is not exclusive to Scottish supporters. In Dallas, England fans reportedly defied police requests to disperse from a pub after consuming over 5,000 beers before the Three Lions' World Cup opener. Hundreds of supporters remained at The Londoner Pub until late on Tuesday night, with some in fancy dress and draped in St George’s flags, before staff and police eventually cleared the venue.
The remarkable demand underscores the passion of football fans travelling abroad to support their national teams, providing a significant, albeit challenging, boost to local economies in host cities.