Aberdeen-based Fierce Beer is marking ten years as a supplier to Aldi Scotland with the launch of a new limited-edition lager, ‘Hometown’, timed to coincide with the upcoming World Cup.
The milestone reflects a long-standing relationship that has seen more than two million cans of Fierce Beer sold through Aldi Scotland stores since the partnership began in 2016. The supermarket was the brewery’s first retail customer, listing its beers as part of its inaugural Scottish Beer Festival when Fierce was still in its first year of trading.
Over the past decade, the collaboration has expanded significantly, with Aldi Scotland stocking more than 50 different Fierce brews spanning IPAs, lagers, stouts, sours and low and no-alcohol options. The partnership has also delivered a series of exclusive and collaborative releases, including the ‘Fierce and Friends’ range, which has brought together breweries from across the UK.
Founded in Aberdeen, with bars in both Aberdeen and Edinburgh, Fierce Beer has built a reputation for producing innovative, award-winning beers that are both vegan and gluten-free. Its ability to respond quickly to evolving consumer tastes has helped bring a wide variety of craft styles into the mainstream retail space.
Among Aldi shoppers, Cloud Cover and Hop Property have consistently ranked as standout performers, while more recent festival exclusives and collaboration brews have driven strong demand during Aldi Scotland’s seasonal Beer Festivals.
To mark the anniversary, Fierce Beer is introducing ‘Hometown’, a 4.2% Scottish lager launching exclusively in Aldi stores on 8 June. Designed with major sporting occasions in mind, the beer is positioned as a crisp, easy-drinking option suited to at-home viewing, while retaining the bold flavour profile associated with the brand. The release also reflects the growing role of limited-edition, event-led beers within the retailer’s craft range.
Craig Cargill, Sales Director at Fierce Beer, said Aldi Scotland had played a pivotal role in the brewery’s growth.
“Aldi Scotland was our very first retail customer, and that still means a great deal to us. Those early festival listings gave us a platform and a confidence we could not have built on our own,” he said.
“Over ten years, the relationship has grown into something genuinely collaborative. We started with a festival slot and have since developed exclusive ranges, larger seasonal programmes, and projects like the ‘Fierce and Friends’ series together. Aldi has given us the space to innovate at scale, and that has shaped what Fierce Beer is today.
“Looking ahead, we want to keep bringing exciting new beers to Aldi Scotland customers, exploring emerging styles and continuing to showcase the best of Scottish craft brewing. Above all, we want to keep making great beer accessible to as many people as possible.”
Alan Leslie, Buying Director at Aldi Scotland, said the anniversary highlighted the strength and evolution of the partnership.
“Ten years with Fierce Beer is something everyone at Aldi Scotland can take real pride in. When we first started working together, they were a new brewery just finding their feet in retail. To see what they have built since – the awards, the venues, and the reputation for doing something different every year – is inspiring,” he said.
You Might Also Like:
“What has made this partnership work is the willingness on both sides to keep pushing. Over two million beers is a striking number, but what it really reflects is the quality and consistency Fierce has brought to the shelf, and the appetite our customers have shown for the exclusive and collaborative releases we have developed together.
“‘Hometown’ is a timely addition. It is exactly the kind of product our customers will be reaching for ahead of the World Cup, and a fitting way to mark ten great years.”
Hometown Scottish Lager (4x330ml, £4.99) is available in all 113 Aldi Scotland stores from 8 June, while stocks last.
