Aldi And Fierce Beer Mark 10-Year Partnership With 2 Million Beers Sold

Aberdeen-based brewery Fierce Beer marks ten years as an Aldi Scotland supplier, launching its latest beer, ‘Hometown’ ahead of the World Cup.

Aldi Scotland is celebrating a decade of partnership with Aberdeen craft brewery Fierce Beer, one of its longest-standing craft beer suppliers.

Over the past 10 years the duo have put more than two million beers into the hands of Scottish shoppers since the relationship began in 2016.

Fierce was still in its first year of trading when Aldi Scotland became its debut retail customer, welcoming the brewery into its inaugural Scottish Beer Festival. In the decade since, the partnership has flourished, with the supermarket stocking over 50 different Fierce beers ranging from IPAs, lagers, stouts, and sours to low and no-alcohol options, and a run of collaboration brews under the 'Fierce and Friends' banner that brought together breweries from across the UK.

Founded in Aberdeen with bars in both Aberdeen and Edinburgh, Fierce Beer produces an award-winning range of vegan and gluten-free beers across its core and seasonal lines, making craft beer accessible to a wide range of drinkers. The brewery has built a reputation for innovation, responding quickly to shifting consumer tastes and bringing new styles to a mainstream audience.

Cloud Cover and Hop Property have been the standout sellers with Aldi customers throughout the partnership. More recently, the exclusive collaboration and festival releases, including the 'Fierce and Friends' ranges and IPA exclusives, have performed particularly strongly during Aldi Scotland's Beer Festival periods.

Alongside the milestone, Fierce has a new beer landing exclusively in store. Hometown, a 4.2% Scottish lager, arrives on 8 June, ahead of Scotland's opening World Cup fixture on 14 June. Designed to capture the excitement and sense of occasion that a major tournament brings, it is crisp, refreshing, and easy-drinking, and something people can enjoy while watching matches at home with friends and family, while still carrying the bold character Fierce Beer is known for. The launch also reflects the growing popularity of limited-edition event beers that have become a significant part of the Aldi Scotland partnership in recent years.

Craig Cargill, Sales Director at Fierce Beer, said:

"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."

"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:

"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."

"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 across all 113 Aldi Scotland stores from 8 June, while stocks last.