A weekend of unprecedented drinking
When Scotland faced Haiti in a World Cup qualifier, the city’s Irish‑style pubs and liquor outlets transformed into a sea of tartan and foam. Fans arrived in kilts, chanting and cheering, and the demand for beer quickly outstripped the usual weekend flow.
Noelle Somers, chief operating officer at Hennessy’s Bar, said the establishment moved three times the volume of drinks it typically sells during St. Patrick’s Day, a benchmark for seasonal spikes. The surge forced staff to work overtime, and one of the bar’s refrigeration units failed under the constant opening of doors to serve the crowd.
Peter Zettel, a clerk at Federal Wine & Spirits, recalled a heated exchange when a patron tried to purchase water instead of the usual lager. "The whole place booed," he said, underscoring how deeply the fans were committed to their brew of choice.
The most sought‑after labels — Corona, Budweiser, Coors, Miller, Guinness, Michelob Ultra and Tennent’s Lager — vanished from shelves within hours. Bars reported selling four times as much Boston Lager in just four days as Sam Adams usually moves during a holiday period, according to internal sales data.
With Scotland’s next fixture scheduled against Morocco at Boston Stadium on Friday night, retailers are already planning rapid restocks. The city expects another wave of supporters, this time from Ghana’s match against England, to bring a similar frenzy of consumption.