Fierce Beer has reported a 45.7% increase in UK supermarket sales over the past 12 months, highlighting the strength of its retail partnerships and the continued momentum behind innovative craft beer in the grocery channel.
This performance significantly reinforces Fierce’s position as a leading independent Scottish brewery within the UK’s beer aisles.
In a grocery beer market where craft remains the clear bright spot, Fierce Beer sits at the centre of that growth. By combining bold, flavour‑forward beers with exclusive retailer launches and a dynamic innovation pipeline that keeps the range fresh and engaging on shelf, the brewery has secured increased space, stronger visibility and a growing number of shoppers choosing Fierce as part of their weekly shop.
Fierce’s recent activity includes a national collaboration with ASDA, listings and exclusives with Tesco, and Aldi Scotland‑specific releases, ensuring the brand is readily available to shoppers across multiple banners. These initiatives are complemented by high‑profile venue residencies, such as presence at Bonnie & Wild, which play a key role in introducing new audiences to the brand before they encounter it in store.
This 45.7% sales uplift in supermarkets, as reported by Nielsen, reflects both the depth of Fierce Beer’s retail collaborations and consumers’ sustained appetite for independent, flavour‑forward beer. It underlines how focused innovation and strong customer partnerships can translate into tangible growth in a competitive retail environment.
Craig Cargill, Sales Director at Fierce Beer said: "This growth is a reflection of brilliant partnerships with our retail partners and the hard work of our internal team who make it all happen behind the scenes.
"The fact that shoppers are continuing to choose Fierce from the shelf, in what remains a competitive grocery market, means everything to us as an independent brewery.
"We're not stopping here. 2026 brings more innovation, more activations and more reasons for shoppers to reach for Fierce. We're genuinely excited about what's coming."
Fierce Beer is actively engaging with grocery retailers and category teams to understand what is driving craft beer growth in their aisles, whether it is innovation, value, or a combination of both. Fierce welcomes conversations about how to continue unlocking value in the category.
About Fierce Beer
Based in Aberdeen, Fierce Beer evolved from small beginnings in 2016, into one of the UK’s most successful independent breweries. Known for bold flavour and excitement in craft brewing, they continue to lead the way in Scottish brewing innovation and technical skill. Fierce Beer deliver multi award winning beers to a global footprint.