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T in the Park still a boon, says Tennent's

TENNENT'S says it is still seeing tangible business benefits from its long-running association with the T in the Park music festival, including the support of its push into export markets.

More than 40 overseas distributors and customers of the Scottish brewer will be among the guests at the 21st running of the event this weekend.

The Dublin-based owner of Tennent's, C&C Group, remains committed to backing the festival and sees it as an important part of a continuing move to take Tennent's further outside its Scotland heartlands.

Using the growing international profile of the festival, headlined by Biffy Clyro, Calvin Harris and Arctic Monkeys this year, is one part of the strategy that has seen Tennent's Lager being reintroduced into places such as North America, Australia and Italy recently.

George Kyle, head of sponsorship at Tennent's, said: "We get a business benefit from [T in the Park] as it absolutely appeals to our customers, our distributors and consumers from those foreign markets.

"One of the wonderful things about T in the Park is its standing beyond Scotland. We have 40 or so distributors, customers and representatives from Italy, America, Spain and Canada coming across this weekend as they recognise the role Tennent's has in T in the Park."

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