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.
