Fierce Beer is to grow its spirits offer with the introduction of two 8% abv margarita serves.
Margarita Flavoured Cooler and Spicy Margarita Flavoured Cooler will sit alongside Fierce’s existing 4.5% abv coolers, which launched in 2024.
The new ‘Hard Coolers’ are spirit-based and produced in Aberdeen. The Spicy Margarita takes its heat from habanero chillies. They will launch in Scotmid stores on 31 October, ahead of a wider rollout across UK grocery.
Reflecting its growing focus on spirits, Fierce Beer is to bring back its Fierce Spirits brand, previously home to its flavoured gin, rum and agave spirits range, launched in 2019. Fierce’s Coolers will now sit under the Fierce Spirits banner.
“Our coolers showed us how many people want real flavour in a can they can pick up without a second thought,” said Fierce Beer founder Dave Grant. “People have been asking us to bring Fierce Spirits back ever since we paused it, but it never felt like the right time. The coolers changed that. The Hard Coolers are the next step, and Fierce Spirits is the right home for them.”
Richard McLelland, sales manager at Fierce, added: “Our Iron Brew and Peach coolers proved shoppers will try a completely new kind of drink if it’s clearly been made with care. The Hard Coolers take that a step further at 8%, for people who want proper cocktail flavour without having to mix anything.”
“Scotmid are first to list both across 173 stores from 31 October, and we’re already talking to buyers across the UK in both on-trade and off-trade. There’s more coming too. More flavours, and 0.0% versions, so someone can drink Fierce from the afternoon into the evening without switching brands.”
In time, Fierce also plans to change its trading name to Fierce Beverages, as it looks to further diversify and reduce its reliance on craft beer.
“But through all this we are not leaving beer behind,” insisted Grant. “We still have a great core range and some superb specials. There still is NPD planned in beer, and again we have some exciting new listings coming on the beer side too.”
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