Fierce Beer Unveils Enhanced Year-Round Craft Beer Range for 2024
Fierce Beer is set to launch its revamped Year-Round craft beer collection, featuring redesigned cans and updated recipes, all under a new brand positioning.
The rebranding initiative will spotlight nine permanently available beers, comprising three hop-forward IPAs, three lagers, and three 0.5% ABV beers.
In the initial phase of a comprehensive three-stage project, the first trio of beers focuses on accessible IPAs characterized by robust flavor profiles and an emphasis on drinkability, complemented by visually striking branding. Fierce Beer’s updated year-round range remains both GLUTEN FREE and VEGAN, reinforcing the brewery’s commitment to inclusivity. Positioned as “your new favourite beer,” Fierce aims to provide an exceptional drinking experience for both newcomers to craft beer and established enthusiasts.
These three revamped beers will be accessible through www.fiercebeer.com starting February 14th, and they will be available in select Scottish supermarkets from early March.
FIERCE IPA retains its original name and classic flavour, featuring Mosaic and Citra hops that impart citrus peel and ripe stonefruit notes, presenting as a bright golden IPA with a 5% ABV.
Fierce Hazy IPA undergoes a name change to FANCY JUICE while maintaining its hazy appearance. With an enhanced hop profile, this juicy 5% IPA introduces mango and peach flavours alongside a pronounced tropical aroma.
Fierce Easy Pale adopts the new moniker GO EASY and showcases a fresh floral design. This laid-back 4.2% zesty pale ale offers grapefruit and orange flavours, concluding with a refreshingly easy-drinking finish.
Dave Grant, Founder and MD of Fierce Beer, commented on the new range, stating, “To continue our ambition of becoming one of the UK’s leading craft breweries, we’re giving a renewed focus to some of our most popular beers. Our reworked recipes and designs are recognizable and exciting, and we firmly believe these will become people’s new favourite beers.”
Rob Mackay, Fierce’s Head of Creative, emphasized, “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.”
For more information on Fierce’s new branding, please contact Rob Mackay at rob@fiercebeer.com.
For details on the availability of Fierce’s new range or to request samples, please contact Craig Cargill at craig@fiercebeer.com.
