Lerwick Brewery has been announced as the official beer for Up Helly Aa, the world famous Shetland Isles fire festival.
A dedicated IPA – UHA ’25 – has been created in partnership with the Jarl Squad, which is leading the annual event.
The agreement marks a first for the brewery and the festival, bringing together two iconic islands institutions.
Up Helly Aa, held annually on the last Tuesday of January, is a spectacular Viking-themed celebration that sees a torchlit procession, the burning of a longship, and all-night festivities throughout Lerwick, the islands’ capital. The festival draws visitors from around the globe to witness the unique spectacle.
The decision to partner with a local brewery is seen as a natural fit for Up Helly Aa, further cementing its ties to the Shetland community. As producer of the official beer, Lerwick Brewery will be a key part of the celebrations, with its brands available at the various venues hosting all-night parties following the torchlit procession and burning of the longship.
Brewery’s storytelling mission
The brewery, founded in 2012 by three brothers, has established itself in the Shetland Islands with its iconic 60°north Shetland lager and a range of award-winning craft beers.
Managing Director Graham Mercer said, “Storytelling is central to our mission, highlighting the brewery’s unique Shetland heritage, its passionate team, and its commitment to quality and innovation.
“We are thrilled to be partnering with Up Helly Aa, an event that is not just a festival, but a deeply ingrained part of Shetland tradition.
“The event is an opportunity to showcase the best of what Shetland has to offer, from its rich traditions to its locally produced craftsmanship.
“The partnership is about celebrating our community, respecting our heritage, and solidifying Lerwick Brewery’s place in the fabric of Shetland life.”
Welcoming support from local businesses
Calum Grains, this year’s Guizer Jarl, who will lead the procession, said: “Having a local company like Lerwick Brewery step forward to support us, with a genuine understanding and appreciation of what Up Helly Aa means to Shetland, is invaluable.
“Its commitment embodies the community spirit that makes this event so unique, and it strengthens the bonds that tie us together.
“Staging a spectacle of this scale requires significant resources, not just on the day itself, but through the months of preparation and commitment from hundreds of people. That support comes in many forms, and the backing of local businesses is crucial to the continued success of Up Helly Aa.
“Lerwick Brewery’s support demonstrates the widespread community support that we rely upon to keep the flames of our traditions burning bright.”
Grains, 53, who has taken part for more than 30 years and has been part of the organising committee for the past 16, said he was delighted to be taking centre stage
Family connection
His father was involved in the festival and he has taken part in the Jarl Squad as a squad member on three previous occasions, and has been part of a squad as s far back as 1987. Following his involvement as Guizer Jarl, he will serve for a further 18 months as a committee marshal, before standing aside.
Grains, who is chief executive of Lerwick Port Authority, added, “It’s a real family affair and a big community event, and that’s the main thing that makes Up Helly Aa special. My son and daughter, brothers, nephews, nieces, and cousins are all taking part in the Jarl Squad.”
For more information and high resolution photographs, contact Carlos Alba at Carlos Alba Media on 0203 857 7655 or 07880 505647 or email carlos@carlosalbamedia.co.uk
