Fierce Beer has joined the Tennent's Direct portfolio, the first phase of a new trading relationship with C&C Group, bringing six Fierce Beer lines to hundreds of venues across Scotland.
Three cask lines are now available: Signal Fire, a brand new 4.2% Amber Ale launching exclusively through Tennent's Direct; Surf Shack, a 3.4% session Hazy IPA; and Noir, a 4.3% classic stout. All three are supplied in 41-litre Kegster casks.
Alongside the cask range, three products from Fierce's core range are also now available through Tennent's Direct for the first time: Fierce IPA, the brewery's 5% namesake IPA; Cerveza, Fierce's renowned 4% Mexican lager with lime; and Iron Brew, the 4.5% cooler that has been taking the UK by storm. All three are supplied in 440ml cans.
All six lines can now be ordered through Tennent's Direct, with account holders able to place orders via their usual platform or rep.
The partnership was onboarded with support from Matthew Clark Bibendum's launch team, and follows almost two years of conversations between Fierce Beer and Tennent Caledonian Breweries. That timeframe reflects the level of trust behind the deal: Signal Fire's exclusivity to Tennent's Direct is being extended because of that relationship, not as a one-off gesture.
Richard McLelland, Sales Manager at Fierce Beer, said:
"This is the result of almost two years of work with the team at Tennent Caledonian Breweries and Matthew Clark Bibendum. Getting six of our beers, cask and can, in front of hundreds of venues through Tennent's Direct is one of the biggest steps we've taken for how far Fierce can reach. We'd encourage anyone with a Tennent's Direct account who hasn't got these on yet to get in touch with their rep."
Cask remains a resilient part of the on-trade: volumes grew 3% in 2025 even as some value measures fell, with darker styles such as stout driving much of that growth, a trend Noir is well placed to capture. Fierce's arrival across hundreds of venues at once, spanning cask and can, signals the scale Tennent's is backing for the brewery going forward.
Tennent's Direct account holders can order all six lines now through their usual platform or rep. Pub owners who don't yet hold a Tennent's Direct account can contact Tennent's Direct directly to find out how to access the range.