Firebrand Brewing Co. Announces Official Partnership With Arc of Attrition

Firebrand Brewing Co is delighted to announce their official partnership with 2026’s Arc of Attrition. Everyone who finishes the incredibly difficult 100, 50 or 25 mile race will find a special edition Firebrand pale ale or alcohol-free larger waiting for them once they cross the finish line. The iconic event that is held by UTMB in Cornwall this January, is part of the world’s ultimate trail running circuit that unites the sport’s biggest stars and amateur runners through the best, leading international events.

Joe Thomson, Co-owner and Head Brewer at Firebrand Brewing Co. explains: “Running has been a transformative journey for me. I started in 2022, looking to live a healthier lifestyle, and it quickly became a passion. Taking on the Arc 100 was an unforgettable experience and I am honoured to partner with the Arc of Attrition by UTMB this year, creating two special beers for the race. I will be running the race again this year, and can’t wait to cross the finish line with the other runners and celebrate our incredible achievements with a well-earned beer."

There are two special edition Arc beers. The first is an alcohol-free lager that is gluten free, vegan friendly and only 35 calories per can. This is joined by a pale ale created from Apollo and Mosaic hops which has a sweet, malty base and smooth, clean bitterness.

The Arc 100, Arc 50 and Arc 25 are point-to-point challenging coastal races that take place across  the stunning and dramatic South West Coast Path. Held from 23rd to 25th January 2026, the Arc of Attrition by UTMB sees competitors tackling some of Cornwall's finest coastal paths in tough and challenging winter conditions. Created in 2015, the Arc of Attrition has grown from a single 100 mile race with 54 local competitors to a race that now attracts the best trail runners across the globe.

Firebrand Brewing Co was forged in 2012 in a converted milking parlour on the untamed edge of Bodmin Moor, North Cornwall. The idea was born from a passion for beer made from all-natural ingredients, Cornish spring water and American hops.

For further information on Firebrand Brewing Co. please visit www.firebrandbrewing.co.uk or follow them on Facebook and Instagram. For further information on Arc of Attrition visit Arc of Attrition by UTMB.

Images available here.

ENDS

EDITOR’S NOTES:

• Founded in 2013, independent Firebrand Brewing Co. is based in Launceston, Cornwall. Head brewer and co-owner, Joe Thomson, started brewing in 2009 at which time he was the youngest brewer in the country at 21 years old. Originally working with Penpont Brewery, which focused on traditional ales, he wanted to brew a more modern style so created Firebrand Brewing Co. Passionate about brewing a high-quality product, Joe has instilled in his team the importance of using the best ingredients from around the world to create Firebrand’s beers.

• Firebrand Brewing Co.’s range of alcoholic and non-alcoholic beers are available from their shop and independent retailers across Cornwall and beyond. They are also enjoyed in top hospitality venues including Adam Handling’s The Tartan Fox, Newquay, The Scarlet Hotel, Mawgan Porth, The Pig at Harlyn Bay, Nancarrow Farm in Truro, Prawn on The Lawn, London and many more.

• Originally based in a converted milking parlour on the untamed edge of Bodmin Moor, in 2021 they moved to larger premises in Launceston. This has enabled Firebrand Brewing Co. to brew more beer and add a taproom and a shop. They see their new home as a place for the community to gather, drink, and eat and they regularly host brewery tours, tastings, music nights and other events.

For further information, photography, samples or an interview with Joe Thomson, Head Brewer at Firebrand Brewing Co., please contact:

Bella at RAW Food and Drink PR

Email: bella@rawfoodanddrinkpr.co.uk 

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