Aldi Scotland and Fierce Beer celebrate a decade of groundbreaking collaboration, having sold over two million beers since their 2016 launch—when Fierce debuted at the Scottish Beer Festival with Aldi as its first customer. Now stocking over fifty Fierce brews, including IPAs, stouts, and low/no-alcohol options, they’ve also co-created ‘Fierce and Friends’ editions with UK breweries. Known for award-winning, vegan, gluten-free beers, Fierce’s fan favorites like Cloud Cover and Hop Property have dominated shelves, while special festival releases continue to soar. To mark the milestone, Fierce dropped a new Scottish lager, Hometown, exclusively at Aldi—perfect for World Cup fans—showcasing how limited-edition beers tied to events are reshaping craft beer culture. This decade-long success proves that when a retailer and brewery share vision, innovation, and commitment, they can build something truly lasting.
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