
Lerwick Brewery named official beer of Up Helly Aa in historic partnership
Lerwick Brewery has been announced as the official beer for Up Helly Aa, the world famous Shetland Isles fire festival.
A dedicated IPA – UHA ’25 – has been created in partnership with the Jarl Squad, which is leading the annual event.
Up Helly Aa, held annually on the last Tuesday of January, is a spectacular Viking-themed celebration that sees a torchlit procession, the burning of a longship, and all-night festivities throughout Lerwick, the islands’ capital. The festival draws visitors from around the globe to witness the unique spectacle.
Managing Director Graham Mercer said, “Storytelling is central to our mission, highlighting the brewery’s unique Shetland heritage, its passionate team, and its commitment to quality and innovation.
“We are thrilled to be partnering with Up Helly Aa, an event that is not just a festival, but a deeply ingrained part of Shetland tradition.
“The event is an opportunity to showcase the best of what Shetland has to offer, from its rich traditions to its locally produced craftsmanship.
“The partnership is about celebrating our community, respecting our heritage, and solidifying Lerwick Brewery’s place in the fabric of Shetland life.”
The beer is available to buy online via the link below.
https://www.lerwickbrewery.co.uk/
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