It's no secret that the way we drink in the UK is changing. For years, the spotlight has been on stronger, bolder flavours in craft beer and like many of you, we love those too! But there's an undeniable and growing trend bubbling away. There is a noticeable shift towards lower ABV beers. At Fierce Beer, we've been champions of great taste, regardless of ABV for a number of years now. This shift isn't about ditching beer, it's about leaning into and embracing consumer choices. 

A Quest for Balance

Across on and off trade, the selection of alcohol free beer and lower ABV beer has exploded. This isn't just a fleeting trend either. The UK's no/low alcohol market more than doubled in 2024 compared to 2023. 

Our low and no alcohol beers haven’t ever been an afterthought. We have remained committed to ensuring everyone has the best beer choice, regardless of any other factors. It’s inclusivity and amazing beer in harmony.

Take our Cerveza 0.5%, for example. This isn't just an "alcohol-free lager"; it's a crisp, refreshing, and incredibly satisfying brew with a perfect hit of lime. It's designed to be utterly crushable, whether you're taking a break from alcohol or simply enjoying a sunny afternoon.

And while our AF options are thriving, there's a significant and equally important role for lower ABV beers to play. 

Beers like our Go Easy Zesty Pale Ale at 4.2% ABV

Go Easy sits perfectly in that sweet spot. It's not alcohol free, but it's deliberately brewed to be a supremely sessionable beer. At 4.2%, it allows for extended enjoyment without the heavier impact of higher ABV brews.

As a Zesty Pale Ale, Go Easy is crafted to be light, dry, and super refreshing, with a pleasing bittersweet finish. We load it with citrus-forward hops like Mandarina Bavaria, Amarillo, and Citra, giving it bright aromas of grapefruit, fresh orange, and pine, and a vibrant citrus peel flavour. It’s also Vegan and Gluten Free, making it accessible to even more beer lovers. It’s the kind of beer you can reach for on a Tuesday evening, knowing you're getting full flavour without overdoing things. 

In addition to fantastic flavour, lighter beers like our Go Easy Pale Ale offer flexibility. This is for those who appreciate alcohol but want to reduce their intake without sacrificing the whole experience.

It's All About Quality of Choice

The rise of lower ABV and no/low alcohol beers isn't about imposing rules; it's about enriching the beer landscape with better choices. Consumers in general, particularly younger generations are choosing lower ABV beers. Not because they don’t drink beer. It’s simply a preference for great tasting products that fit their lifestyles.

At Fierce Beer, we offer a diverse range that caters to all preferences, from our bold, higher ABV offerings to our perfectly crafted low and no-alcohol options, and the supremely sessionable Go Easy. We believe that every beer, regardless of its strength, should deliver on flavour, quality, and character.

So, whether you're exploring the world of alcohol free beer, enjoying the extended pleasure of a lower strength session beer, or diving into something a bit stronger, Fierce have been brewing your new favourite beer for a while now. Flavour and experience first, whatever your choices are around ABV.

Go Easy is available online as a handy 12 pack or in single 440ml cans if you plan on grabbing some more of our range.