A Proper Reward for Arc of Attrition Finishers

Last weekend was one for the books. We had the absolute pleasure of handing out finisher beers to some seriously hardcore runners at the Arc of Attrition, Cornwall’s gnarliest ultramarathon. We’re talking 25, 50, and 100-mile routes along the South West Coast Path, in some of the worst weather you could imagine. Wind, rain, mud - you name it, they ran through it.

After pushing themselves to the absolute limit, every single finisher deserved a proper reward. So, as they crossed the line, exhausted but grinning, we handed them a cold can, either our crisp, refreshing Alcohol-Free Lager or a hoppy and punchy Pale Ale. The perfect way to toast their massive achievement.

It was also great to work with the crew from UTMB on designing their own custom beer labels for the event. Seeing their vision come to life on our cans made handing them out at the finish line even more special.

Watching these legends battle the elements and come out the other side was nothing short of inspiring. And seeing them crack open a Firebrand beer at the finish? That’s what it’s all about.

Massive respect to everyone who took on the challenge! Whether you smashed 25, 50, or the full 100 miles, you’ve earned that beer.

Until next time, keep pushing, keep running, and we’ll be waiting at the finish line with a cold one. Cheers!