Aldi Scotland is celebrating 10 years of working with Aberdeen craft brewer Fierce Beer, with more than two million beers sold through the supermarket since the partnership began.

The relationship started in 2016, when Aldi Scotland became Fierce Beer’s first retail customer and listed the fledgling brewer in its inaugural Scottish Beer Festival.

Since then, Aldi has stocked more than 50 Fierce Beer lines across IPAs, lagers, stouts, sours, low-alcohol and no-alcohol ranges.

The pair have also collaborated on exclusive beers, including the ‘Fierce and Friends’ series, which brought together breweries from across the UK.

Founded in Aberdeen, Fierce Beer now operates bars in Aberdeen and Edinburgh and produces a range of vegan and gluten-free beers across its core and seasonal lines.

Aldi said Cloud Cover and Hop Property have been among Fierce Beer’s strongest sellers with Scottish shoppers, while its exclusive festival releases and IPA launches have also performed well during Aldi Scotland’s Beer Festival periods.

To mark the 10-year milestone, Fierce Beer is launching a new Aldi-exclusive beer called Hometown.

The 4.2 per cent ABV Scottish lager will land in stores from 8 June ahead of Scotland’s opening World Cup fixture on 14 June.

The brewer said Hometown had been designed as a crisp, refreshing and easy-drinking lager for shoppers watching matches at home.

Fierce Beer sales director Craig Cargill said Aldi Scotland had played an important role in the brewer’s growth.

“Aldi Scotland was our very first retail customer, and that still means a great deal to us,” he said.

“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.”

Cargill added that the brewer would continue bringing new styles and Scottish craft beer to Aldi customers.

Aldi Scotland buying director Alan Leslie said the 10-year anniversary was “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,” he said.

“To see what they have built since, the awards, the venues, and the reputation for doing something different every year, is inspiring.

“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.”

Leslie said Hometown was a “timely addition” ahead of the World Cup and a fitting way to mark the partnership.

Hometown Scottish Lager, priced at £4.99 for a four-pack of 330ml cans, is available across all 113 Aldi Scotland stores from 8 June while stocks last.

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