The world's best job (for Scottish beer lovers)?

The Local Italy
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The world's best job (for Scottish beer lovers)?
Fancy a year in Italy talking about beer? Photo: Horst Gutmann

Wanted: two Scots to travel around Italy for a year-long tour centred on beer. So what's the catch?


As far as jobs go, this is probably as good as it gets - if you're Scottish and like beer. A Scottish brewery is looking for two people to promote their tipple on a year-long trip round Italy.

The lucky applicants awarded the positions will be based in Milan and Rome, when they're not travelling, and will even be paid.

Tennent's Lager is Scotland's best-selling pale lager, with approximately 60 percent of the Scottish lager market.

But in Italy Tennents is considered a sophisticated tipple and is sipped by urbane Italians in piazzas throughout the country, often raising eyebrows among northern European tourists. So why is an archetypal mass-market Scottish beer like Tennents such a success in Italy?

According to Andrea Pozzi, the managing director of C&C International, the company that owns Tennants, the reason is that Italians drink less beer and less alcohol in general. But strong beers like Tennents Extra - with alcohol content of 9.3 percent - sell well and are appreciated for their sweetness and strength.

READ ALSO: Are Italians becoming boozier than the Brits?

In the UK, similarly alcoholic beers are drunk much less and frequently come under attack from anti-alcohol campaigners.

So what does it take to become a beer ambassador? Applicants will need to be friendly, outgoing and importantly - Scottish. “Who better than a Scot?” asked Pozzi. “There has always been a link in terms of values and emigration between Scotland and Italy. Italian consumers like Tennents beer for its Scottishness.”

But there's a catch - the opportunities for guzzling free beer will be strictly limited. “They will have to drive around a lot,” warned Pozzi.



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