Fierce Mild named first winner of ‘Taste of TV’ fund
Fierce Mild, an independent Irish non-alcoholic specialty beer brand, has been named as the first ever winner of the ‘Taste of TV’ fund – a collaboration between Love Irish Food and Sky Media, which was launched earlier this year.
The €50,000 fund was established to help Love Irish Food members grow their business through a fully funded TV advertising campaign, along with the creation of a TV ad.
Set to launch later this year, the campaign will be facilitated by Sky Media’s innovative and dynamic targeting capabilities to ensure that the campaign efforts reach the most relevant audiences for Fierce Mild.
The Louth-based company was established just 3 years ago in 2022 and is proving itself a force since launching their flagship product Fierce Mild Non-Alc
AJ Crinion, head of Business Development, Sky Media, said: “Fierce Mild is a fantastic example of a modern Irish brand with a powerful story and product.
“We’re excited to support their journey by bringing their message to life on screen through Sky’s advanced advertising technology.
“The ‘Taste of TV’ fund is about giving standout local brands like Fierce Mild the tools to grow, and we’re thrilled to be part of that journey.”
The Louth-based company was established just 3 years ago in 2022 and is proving itself a force since launching its flagship product Fierce Mild Non-Alc in early 2024.
With alcohol consumption at its lowest in 20 years and non-alcoholic beer sales doubling in the last 4 years, the timing is perfect for an Irish brand to lead this cultural change.
Co-founded by Fergal Carroll and Cathal Byrne, Fierce Mild ‘Brew Things Differently’.
Their focus is on delivering great-tasting, character-rich beer in a market often dismissed as “boring” or “bland”.
Using premium, locally-sourced, ingredients and an innovative brewing method, they’ve created an award-winning, naturally brewed non-alcoholic extra pale ale.
Beyond the product, Fierce Mild values authenticity and sustainability.
They partner with Irish Bord Bia Origin Green-certified suppliers’, creating jobs and building supply chains for Ireland’s next generation of brewing innovation.
Fergal Carroll & Cathal Byrne, co-founders of Fierce Mild said: “Winning the Taste of TV fund is a huge milestone for us.
“As a young Irish brand competing with global giants, this opportunity gives us a powerful platform to reach more people and re-shape perceptions of non-alcoholic beer.
“We’re proud to be part of this change during a pivotal shift in Ireland’s drinking culture with a product we truly believe in.
“We’re grateful to Love Irish Food and Sky Media for recognising the potential in Fierce Mild.”
Fierce Mild is available online, and in more than 250 bars, restaurants, off-licences, cafés and retail locations across Ireland.
Conor Kilduff, executive director, Love Irish Food added: “We are delighted to announce Fierce Mild as the first ever recipient of the ‘Taste of TV’ fund.
“This initiative was created to empower Irish food and drink producers by giving them access to a national media platform that would usually be inaccessible.
“Fierce Mild represents the innovation, ambition, and quality that we champion at Love Irish Food.
“We look forward to seeing how this campaign supports their continued growth.”
