Fierce Iron Brew Cooler is now on shelves in 436 Sainsbury's stores across the UK. It has also made its television debut, landing on Channel 4's Sunday Brunch for a live taste test on the drinks segment at Television Centre in London.
What is Fierce Iron Brew Cooler?
Fierce Iron Brew Cooler is a 4.5% ABV canned cooler built on the unmistakable flavour of Scotland. Cold, fizzy and instantly recognisable, one sip and it all makes sense.
Where can you buy Fierce Iron Brew Cooler?
Fierce Iron Brew Cooler is now stocked in 436 Sainsbury's stores across the UK, from Aberdeen to Brighton. It's one of several major stockists carrying Iron Brew, alongside independent bottle shops and the Fierce Beer online shop.
Iron Brew is covering a lot of ground, quickly. Iron Brew Cooler started in Fierce Beer's Scottish heartland before heading south, crossing the border to introduce itself to "the north". It has since made friends with the Midlands and carried on south into London, Bristol and Brighton.
Few UK regions are without Fierce Iron Brew now.
What happened on Sunday Brunch?
Fierce Iron Brew Cooler made its television debut on Channel 4's Sunday Brunch, stopping off at Channel 4 HQ for a live taste test on the drinks segment. Beer expert Jacob Liddle introduced the can to hosts Tim Lovejoy and Simon Rimmer and the wider Sunday Brunch crew at Television Centre in London.
Guests on the day got a taste too. Comedian and actor Nick Helm, singer-songwriter Delta Goodrem, singer and television presenter JB Gill, and live musical guest Holly Humberstone all tried Fierce Iron Brew Cooler on set.
This was the Fierce Iron Brew TV debut, reaching a live Sunday Brunch audience of 400,000 to 500,000 viewers, plus Sunday Brunch's own 339,000 Instagram followers.
Sunday Brunch has a track record of introducing food and drink brands to a mainstream audience overnight. For Fierce Beer, a can built on the unmistakable flavour of Scotland, a live taste test on national television reached people who had never tried Fierce Beer before.
Why make a beer cooler that tastes like Irn-Bru?
The idea behind Fierce Iron Brew Cooler is simple: take a flavour every Scot grew up with, and one that's built a loyal following right across the UK, and put it in a can built for grown-up drinking. Getting the balance right, sweet but not sickly, took repeated trial brews before Fierce Iron Brew Cooler was ready to leave the brewery.
That flavour nostalgia is exactly why Fierce Iron Brew Cooler works as well in a Sainsbury's trolley as it does on live television. Those who already enjoy it talk about how close to the true flavour it is. That reputation is one of the reasons it earned its spot on Sunday Brunch and on the shelves of those 436 Sainsbury's stores.
