As Fierce Beer approaches its tenth birthday, we are marking the milestone with something bigger than a party. We are launching the Fierce For Good Foundation. 

To get things started, we are teaming up with Sainsbury’s to take Fierce For Good national from day one.  

On 12 April 2026, our new beer “This IPA Plants Trees” lands in Sainsbury’s stores across the UK. A premium 6.2% hazy IPA, it does exactly what it says on the can: a portion of profits from every sale will be directed through the Fierce For Good Foundation towards 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, we are making it easier for customers to support biodiversity and sustainable living as part of their regular shop. Every can becomes a small act of climate positive action.  

What is Fierce for Good?

Fierce For Good is an initiative of Fierce Beer Ltd, focused on using our core business and platform to make positive change in the world for people, communities and the natural environment. It sits at the heart of how we want Fierce to grow over the next decade.  

The Foundation will manage a dedicated fund that supports a range of causes, from local community initiatives and social wellbeing programmes to large scale environmental restoration. “This IPA Plants Trees” is the first Fierce For Good beer to launch nationally, and it sets the tone for what is to come: flavour-forward beer with real world impact built in.  

Why launch with Sainsbury’s?

Our national listing with Sainsbury’s gives Fierce For Good an immediate platform, putting purpose driven beer in front of people across the country. From 12 April 2026, “This IPA Plants Trees” will be available in Sainsbury’s stores nationwide, which means your weekly shop can help support UK woodlands and native forests.   

For customers, the proposition is simple: pick up a great tasting hazy IPA, and know that a portion of the profits is being channelled into projects that restore habitats, protect biodiversity and support communities.

Our beliefs and commitments

Fierce For Good is built on a clear set of beliefs:  

• Beer can be a force for good.
• Communities thrive when they are supported, empowered and connected.
• Protecting and restoring the natural world is essential for a sustainable future.
• Transparency, honesty and integrity must guide everything we do.  

These principles are captured in our Fierce For Good Charter and Code of Practice, which set out how we raise, manage and distribute funds, and how we communicate with everyone who backs the Foundation through their purchases.  

In practice, this means:  

• Raising and distributing funds responsibly, with clear communication about how every contribution is used.
• Supporting projects with tangible social or environmental impact, prioritising local initiatives wherever possible.
• Ensuring our fundraising reflects our values and never misleads supporters or the public.
• Measuring and sharing our impact so people can see the difference their choices make.

Transparency and employee led giving

Although Fierce For Good is not a registered charity and does not claim charitable status or Gift Aid, it is governed with a strong focus on transparency and accountability.  

The Foundation is overseen by an internal steering committee made up of employees from across Fierce Beer, including brewing, bars, sales, operations and marketing. No directors sit on the committee. That structure ensures that funding decisions are rooted in the communities where our staff live and work, and that the people closest to our customers have a real say in where support goes.  

Under our Code of Practice:  

• Every pound raised for Fierce For Good is recorded in a dedicated account.
• We will publish an annual Impact Summary detailing total funds raised, how much has been distributed, and the specific projects supported.
• We will clearly state the portion of profits or ticket sales going to Fierce For Good whenever we run a fundraising beer, product or event.  

More than money: giving our time

Financial support is only one part of the story. Fierce For Good will also help unlock hands on support for environmental and social projects.  

Alongside donations, Fierce will launch staff volunteer days, giving our team the opportunity to contribute their time and energy to projects in Aberdeenshire and further afield. Whether that is helping with habitat restoration, supporting local events or working with community organisations, we want Fierce For Good to be about rolling up our sleeves as well as raising funds.

"This IPA Plants Trees": the first Fierce For Good national release

“This IPA Plants Trees” is the first beer to launch under the Fierce For Good banner with a UK wide supermarket listing. At 6.2% ABV, it is a hazy IPA that showcases Fierce’s reputation for bold, flavour-forward craft beer, with juicy hop character and a modern, drinkable profile.  

The beer is designed to make it easy for customers to support UK woodland restoration and the protection of native forests. A portion of profits from every can sold in Sainsbury’s will be directed through the Fierce for Good Foundation towards projects that help restore and protect vital habitats and biodiversity. The more people choose it, the more we can do.  

Our vision: one beer, one community, one project at a time

From day one, Fierce has been about doing things differently. With Fierce For Good, we are committing to a future where growth and responsibility go hand in hand. We want to help create a world where business plays its part in lasting positive change.

As we raise a glass to ten years of Fierce Beer, we are inviting people everywhere to join us. Look out for “This IPA Plants Trees” in Sainsbury’s stores nationwide from 12 April 2026, choose it for your next hazy IPA, and know that your choice is helping to plant the seeds of something bigger.