Fierce Beer are releasing their rebranded Year Round craft beer offering with new-look cans and fresh recipes, under new brand positioning.

The rebrand will see Fierce focus on nine permanently available beers, comprised of three hop-forward IPAs, three lagers, and three 0.5% ABV beers. 

In the initial phase of a three-stage project, the first three beers are accessible IPAs; full-on flavour with a focus on drinkability, combined with eye-catching visual identities. Fierce’s new year round range will continue to be gluten free and vegan to remain as inclusive as possible. Positioned as “your new favourite beer,” Fierce hopes to deliver a great drinking experience to consumers new to craft beer – as well as established fans.

Fierce IPA retains its name and its classic flavour. Packed with Mosaic and Citra hops, bringing citrus peel and ripe stonefruit, this bright golden IPA will be produced at 5% ABV.

Fierce Hazy IPA has been renamed FANCY JUICE. Retaining its hazy appearance but now with an elevated hop profile, this juicy 5% IPA packs mango and peach flavours and a big tropical aroma. 

Fierce Easy Pale is now named GO EASY. With a new floral design, this laid-back 4.2% zesty pale ale brings flavours of grapefruit and orange with a refreshing easy-drinking finish.

On the new range, Dave Grant, founder and MD of Fierce Beer, said: “In order to continue our ambition of becoming one of the UK’s leading craft breweries, we’re giving a renewed focus to some of our most popular beers. Our reworked recipes and designs are recognisable and exciting and we firmly believe these will become people’s new favourite beers.”

Rob Mackay, Fierce’s Head of Creative, added “Our bright and engaging new visual identity represents the intense but refined flavour profiles of our core beers. Standing out on-shelf and in bars remains increasingly challenging, but our brands can achieve it through their balance of visual impact and familiarity.”