Fierce Beer releases first updates to its range for 2024

Fierce Beer has released the first three beers as part of its newly-rebranded ‘Year Round’ craft beer line.

The rebranded portfolio from the Aberdeenshire-based brewery, is due to ultimately include three hop-forward IPAs, three lagers and three 0.5% ABV beers, but has rolled out the first three beers — essentially, the IPAs.

Fierce IPA has been brewed with Mosaic and Citra hops and weighs in at 5% ABV, while the 5% ABV beer Fierce Hazy IPA has been renamed Fancy Juice and has a “big tropical aroma”. Similarly, the 4.1% ABV beer Fierce Easy Pale has been renamed Go Easy and now sports a new floral design and “brings flavours of grapefruit and orange with a refreshing easy-drinking finish”.

Speaking about the updates to the beers and making sure the portfolio occupies a strong brand position, Fierce Beer founder and managing director Dave Grant said: “Our reworked recipes and designs are recognisable and exciting and we firmly believe these will become people’s new favourite beers.”

Fierce’s head of creative Rob Mackay added: “Our bright and engaging new visual identity represents the intense but refined flavour profiles of our core beers. Standing out on-shelf and in bars remains increasingly challenging, but our brands can achieve it through their balance of visual impact and familiarity.”

Each of the new beers will continue to be gluten-free and vegan and will be available to buy from the brewery webshop from 14 February as well as selected Scottish supermarkets from around early March.