Firebrand Brewing Co partners with Arc of Attrition
Cornwall-based Firebrand Brewing Co has partnered with winter ultra marathon the Arc of Attrition. db finds out more.
The event, which is held by UTMB in Cornwall from 23-25 January 2026, is part of the world’s ultimate trail running circuit and the Arc 100, Arc 50 and Arc 25 are point-to-point coastal races that take place across the South West Coast Path.
A treat for the finishers
The collaboration with Firebrand means that all finishers of the 100, 50 or 25 mile race will find a special edition Firebrand pale ale or alcohol-free lager waiting for them at the finish line.
Speaking to the drinks business, Firebrand Brewing Co head brewer and co-owner Joe Thomson said: “Running is very close to my heart and is something that has completely transformed my life for the better. Being able to support such an amazing event that not only allows others to experience the magic of a runners high but also witness the natural beauty Cornwall has to offer is the perfect fit for Firebrand Brewing Co.”
Partner Content
Firebrand recently installed two new 7,500 litre fermentation vessels to boost brewing capacity to meet demand for its beer with the new tanks increasing Firebrand’s brewing capability by 30%.
Celebrating the ‘balance of everyday life’
There are two special edition Arc beers. The first is an alcohol-free lager that is gluten free, vegan friendly and only 35 calories per can. This is joined by a pale ale created from Apollo and Mosaic hops which has a sweet, malty base and smooth, clean bitterness.
Thomson told db: “We love to celebrate the balance of everyday life, from the joy of pushing your limits, to the reward of coming together afterwards.”
Related news
Heineken launches WhatsApp technology that swaps voice notes for beers in pubs
