Beer that gives back to good causes: how Fierce for Good is scaling up

by FIERCE BEER

This Beer Gives Back 440ml can by Fierce Beer, available in Co-op and Scotmid stores from June 2026

Fierce for Good is no longer just a promise. Since launch, the Foundation has been donating to the Woodland Trust through sales of This IPA Plants Trees, has secured two national supermarket listings, and is now bringing its second beer to Co-op and Scotmid stores across the UK. This Beer Gives Back is available in over 300 Co-op stores and 161 Scotmid stores from June 2026.

What is the Fierce for Good Foundation?

Fierce for Good launched in April 2026 to mark Fierce Beer's tenth birthday, and the model is deliberately straightforward. Every beer released under the Fierce for Good banner directs a cut of profits to causes covering community wellbeing, environmental restoration and social good. Decisions are made by an employee-led steering committee, no directors included, drawn from across the brewery, bars, sales and operations teams.

The Foundation is not a registered charity, but it operates to a charter and code of practice. Every pound raised is tracked in a dedicated account. An annual impact summary will be published, detailing what was raised, what was distributed, and exactly which projects benefited.

What happened with the first Fierce for Good beer?

This IPA Plants Trees launched nationally at Sainsbury's in April 2026. It is a 6.2% hazy IPA brewed with Citra, Krush and Strata hops, and a portion of profits from every can sold goes to the Woodland Trust to support UK woodland restoration and native forest protection. Since launch, the Foundation has been making regular donations to the Woodland Trust from those sales. The model works, and it is time to build on it.

How is This Beer Gives Back different from This IPA Plants Trees?

Where This IPA Plants Trees is directed at environmental causes, This Beer Gives Back channels funds into community wellbeing. Ten percent of profit from every can sold goes directly to the Co-op Foundation, the retailer's charitable arm, which supports communities across the UK. Two beers. Two causes. The same commitment on both.

The beer itself sits at 5.5% ABV and pours a light, hazy gold. Brewed with Citra, Galaxy and Mosaic hops, the aroma leads with ripe mango and lime peel. The flavour is fruity and bittersweet, with the soft bitterness that Citra and Galaxy deliver at their best. It is an accessible hazy IPA that does not trade quality for purpose.

Where can you buy This Beer Gives Back?

This Beer Gives Back is available in over 300 Co-op stores and 161 Scotmid stores across the UK from June 2026, in a 440ml can. The Fierce for Good brand mark is on the can, and every purchase contributes directly to the Co-op Foundation.

Why does the giving mechanic matter?

A lot of brands claim purpose. Fewer make it specific and auditable. Fierce for Good publishes its impact figures, names its partner organisations, and tracks every pound raised in a dedicated account. The annual impact summary, published at fiercebeer.com, is where the proof lives: total funds raised, amounts distributed, and the specific projects supported.

The Co-op Foundation is one of the UK's most established retail foundations, and its customers already understand what that kind of commitment looks like in practice. The partnership makes sense precisely because the transparency expectation runs in both directions.

Craig Cargill, Sales Director at Fierce Beer, put it plainly: "Ten percent of profit goes to the Co-op Foundation, with no small print. Two national listings, donations already being made. That is the foundation working as it should."

What comes next for Fierce for Good?

Two beers. Two national retail partners. Donations flowing since day one. Fierce for Good is building a track record rather than a manifesto, and there is more coming. Two further Fierce for Good beers are on the canning line now, with announcements on availability and the causes they will support to follow shortly.

Each new beer will pair flavour-forward brewing with a named cause, and the annual impact summary will show exactly what every purchase has contributed across the whole range.

If you want to follow the Foundation's progress, the Fierce for Good page  will carry the charter, code of practice and impact updates as they are published.

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Frequently Asked Questions

What is beer that gives back to charity in the UK?

Beer that gives back to charity directs a portion of profits from each sale to a named cause. This Beer Gives Back by Fierce Beer donates ten percent of profit from every can to the Co-op Foundation, which supports communities across the UK. Fierce for Good publishes an annual impact summary at fiercebeer.com so buyers can see exactly where their money goes.

Where can I buy This Beer Gives Back?

This Beer Gives Back is available in over 300 Co-op stores and 161 Scotmid stores across the UK from June 2026. It comes in a 440ml can and is stocked in the craft beer aisle.

What does This Beer Gives Back taste like?

This Beer Gives Back is a 5.5% ABV hazy IPA brewed with Citra, Galaxy and Mosaic hops. It pours a light, hazy gold with aromas of ripe mango and lime peel. The flavour is fruity and bittersweet with a soft, clean finish. It is approachable and well-built, with the hop character you would expect from that combination of varieties.

How does the Fierce for Good Foundation work?

Fierce for Good is an initiative of Fierce Beer Ltd that channels a portion of profits from specially brewed beers to social and environmental causes. It is not a registered charity but operates to a published charter. Funds are tracked in a dedicated account, and an annual impact summary is published at fiercebeer.com detailing exactly what has been raised and distributed.

What is the difference between This Beer Gives Back and This IPA Plants Trees?

Both beers are released under the Fierce for Good Foundation, but they support different causes. This IPA Plants Trees, available at Sainsbury's, has been donating to the Woodland Trust for UK woodland restoration since its launch in April 2026. This Beer Gives Back, available at Co-op and Scotmid, donates ten percent of profit to the Co-op Foundation for community wellbeing. Same model, different causes.

Has Fierce for Good donated any money yet?

Yes. The Fierce for Good Foundation has been donating to the Woodland Trust from sales of This IPA Plants Trees at Sainsbury's since the beer launched in April 2026. This Beer Gives Back extends that into community causes through the Co-op Foundation from June 2026, with two further Fierce for Good beers already on the canning line.

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