Most non-alcoholic beers make beer first then remove the alcohol. That's why it feels like there's something missing. Fierce Mild on the other hand? It's brewed with a trilogy of hops to be non-alcoholic from the outset. The brewers focus on addition, rather than subtraction. That's where the character comes from.

When we were got the brief to create a brand identity for Fierce Mild, we knew we also needed to create a character. After one too many non-alcoholic beers we landed on this guy. Tonally, we went on the front foot too, adding humour, buzz and fun to a category that felt like our competitors' taste— bland.

Fierce Mild is hitting the shelves this summer. Remember to chill it, as it's best served cold (like revenge).