Award-winning Scottish brewery Fierce Beer has announced a major national retail listing with Sainsbury’s to mark the launch of the Fierce for Good Foundation, a new social and environmental initiative arriving ahead of the brewery’s tenth anniversary.
The partnership kicks off on 12 April 2026, with the UK-wide rollout of “This IPA Plants Trees.” A premium 6.2% Hazy IPA, the beer does exactly what it says on the can: a portion of profits from every sale will be directed through the Foundation toward national woodland restoration projects and the protection of UK native forests.
By aligning with Sainsbury’s, a retailer with a long-standing heritage in UK woodland conservation, Fierce is ensuring that every can sold contributes to large-scale biodiversity goals.
A New Era for Fierce
The Fierce for Good Foundation is a commitment by the Aberdeen-based brewery to use its growth as a force for positive change. A dedicated fund will support a range of causes, from local community initiatives to large-scale environmental restoration and social wellbeing programmes.
“At Fierce, we’ve always believed that beer can, and should, be a force for good,” said Dave Grant, Managing Director of Fierce Beer. “As we enter our second decade, we want to ensure that as our production scales, so does our positive impact. This Sainsbury’s listing provides the national platform we need to turn that belief into immediate, tangible action.”
Transparency and Employee-Led Giving
The Fierce for Good Foundation is governed by an internal steering committee comprised of employees from across the business. From brewing and bars to sales and marketing. No directors sit on the committee, ensuring that funding decisions are rooted in the communities where Fierce staff live and work.
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While not a registered charity, the Foundation operates under a strict charter of transparency:
- Impact Tracking: Every pound raised is recorded in a dedicated account.
- Annual Reporting: Fierce will publish a yearly Impact Summary detailing total funds distributed and the specific projects supported.
- Hands-on Support: In addition to financial grants, Fierce will launch staff volunteer days for environmental and social projects in Aberdeenshire and beyond.
National Rollout
The launch of “This IPA Plants Trees” combines Fierce’s reputation for flavour-forward craft beer with Sainsbury’s extensive retail reach. The initiative offers consumers a direct way to support UK reforestation and sustainable living through their regular shop.
“Our vision is simple,” added Grant. “We want to help create a world where business plays its part in lasting positive change: one beer, one community and one project at a time.”
