From 13 April 2026, our latest premium release, Plume, lands exclusively in over 200 Asda stores across the UK. This isn't just another addition to the shelf; it is a 7.2% Hazy IPA designed to showcase the technical skill and independent spirit of Fierce Beer.

What is Plume? (ABV: 7.2%)

Plume is a masterclass in texture and hop-forward brewing. We’ve selected a specific malt bill to create a mouthfeel described as "soft as vapour". This pillowy base provides the perfect canvas for a trio of iconic hop varieties:

• El Dorado: Delivers bright, tropical fruit-forward sweetness.
• Galaxy: Adds depth with notes of peach and a slightly resinous edge.
• Citra: Pushes the profile into classic, juicy citrus territory.

The result is a full-strength, 7.2% ABV craft IPA that balances stone fruit and melon with a sophisticated, resinous bitterness.

Strengthening the Strategic Partnership with Asda

This launch marks an important expansion of our relationship with Asda. Following our inclusion as the first and only Scottish brewery in the Asda "Collab Collection" with our West Coast IPA, Plume represents our next step in bringing high-end craft beer to a national audience.

 "Partnering with Asda again gives us the perfect stage to showcase the innovation and technical skill that define Fierce Beer. With the launch of 'Plume,' we are bringing an exciting, world-class Hazy IPA to a national audience, proving that independent craft beer can be both incredibly bold and widely accessible." — Craig Cargill, Sales Director

Asda has shown a genuine appetite for independent craft beer, and we are proud to be a market-leading partner within their rotating premium range.

From Aberdeen to the National Stage

Founded in Aberdeen in 2016, Fierce Beer has grown from a local operation into one of the UK’s most decorated independent breweries. While our scale has increased, our brewing philosophy remains unchanged: we brew the bold, flavour-packed beers we want to drink.

The national rollout of Plume in over 200 stores is a testament to the growing demand for authentic, independent Scottish brewing.

Product Availability & Details

• Product: Plume Hazy IPA (7.2% ABV)
• Release Date: 13 April 2026
• Format: 440ml Cans
• Location: Exclusive to 200+ Asda stores nationwide
• Connect with us: If you pick up a can, share your experience. Tag us on Instagram @fiercebeer and let us know your thoughts on our latest Hazy IPA.