Tennent's has today launched a beer, Caledonia Best, which will contain 100% Scottish barley.

Described as being a ‘perfectly balanced pint’ with a mixture of ‘maltyness and sweetness’, for the first six months of launch, 5p from every pint sold will be used to create a ‘seed fund’ to help sustain Scottish brewing and farming.

The company revealed that it plans to roll out the 100% Scottish barley promise to the full Tennent Caledonian range in the coming years.

JKR created the font and brand identity for the new product, while Multiply handled the point of sale and Newhaven will be the ad agency involved. MPG is the media buyer and Burt Greener Communications will handle PR.

Steve Annand, commercial managing director for Tennents, said at the launch: “We are extremely pleased and proud to be launching a superb new best for Scotland – Caledonia Best.

“Tennent Caledonian over time has produced some of the market’s most successful beers, and we believe that the time is right in 2011 to continue that heritage and success with the launch of Caledonia Best.

“We produce the nation’s favourite lager, we produce the nation’s favourite cider, and it’s our ambition to have Scotland’s favourite beer.”

When asked about the marketing for the beer, since it does not mention Tennents on it, Annard said: “Well, everyone knows Tennents is really synonymous with lager, and in bringing a new product to market it was important to look at our heritage traditionally in terms of brewing ales. In terms of Caledonian, it just made sense to put the Caledonia bits out there. We’ve got Wellpark brewery so people know it is part of the Tennents range.”