A Scottish craft brewery has sold more than two million beers through its long-running partnership with Aldi Scotland.
Fierce Beer, which operates a bar in Edinburgh as well as its Aberdeen base, has reached the milestone after 10 years of working with the supermarket chain.
The partnership began in 2016 when Aldi Scotland became Fierce Beer’s first retail customer through its Scottish Beer Festival, helping introduce the fledgling brewery to shoppers across the country.
Since then, Aldi has stocked more than 50 Fierce products, including IPAs, lagers, stouts, sours and low-alcohol beers, while the company has expanded its footprint with venues in both Aberdeen and Edinburgh.
Popular beers including Cloud Cover and Hop Property have helped drive sales, while the brewery’s vegan and gluten-free range has built a loyal customer base.
To mark the anniversary, the brewery has launched a new 4.2% Scottish lager called Hometown, which went on sale on June 8 ahead of the World Cup.
Read more
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.
"We started with a festival slot and have since developed exclusive ranges, larger seasonal programmes, and projects like the Fierce and Friends series together.
"The relationship has been genuinely collaborative."
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."
Share