Brewer serves up bespoke festival beer – with a Lidl help from supermarket
Aberdeen’s Fierce Brewery will see its sour ale stocked in stores across Scotland as part of Isle of Ale event
Discount supermarket Lidl has teamed up with Fierce Brewery in Aberdeen to create a bespoke beer, to be sold exclusively in can format to customers during their next in-store Isle of Ale Festival promotion.
The new beer, Blackcurrant Tart, is a 4.5% ABV sour ale with a deep red colour, loaded with punchy flavour. It will cost £1.49 for a 330ml can.
Fierce Beer co-founder Dave Mchardy said: “We’re delighted to again partner with Lidl for their Isle of Ale Festival. It’s a fantastic opportunity that offers us, and many other top Scottish breweries, a great platform for exposure and raising awareness of Scotland’s thriving craft beer industry.
“We’ve been involved since the first festival, and this time we’re excited to collaborate to create a brand new product exclusively for Lidl customers. The Blackcurrant Tart is bursting with jammy blackcurrants and packs a real fruity punch.”
The full festival line-up will welcome a host of new and existing local breweries across the nation, bringing Scottish customers a taste of 20 craft beers from just £1.29.
Showcasing creamy stouts, mango IPAS and citrussy lagers, the promotion provides a real taste of craft beer innovation, catering to all tastes and styles. The new 20 craft beer products are now available across all 95 Scottish stores, whilst stocks last.
Lidl’s head of Scottish buying, Paul Mcquade, said: “At Lidl Scotland we work closely with a network of innovative brewers across different regions from Orkney to the Borders, in order to showcase the best craft beers the country has to offer, and always at unbeatable value. The Isle of Ale festival complements our outstanding everyday range of craft beers by bringing new flavours and styles to our customers. ”
Scottish breweries will also bring their beers to a wider Lidl customer base as part of a British beer festival across 624 stores in England and Wales.
William’s Brothers March of the Penguins stout and Caesar Augustus IPA lager hybrid, and Innis & Gunn’s Mangoes on the Run will feature in Lidl’s inaugural UK event, providing a great opportunity for Scottish suppliers to expand and market their products to a UK audience.