Fielden Whisky is now a part of GHF.
The modern English whisky brand is the agency’s first outright brand purchase and sets Fielden up for a full relaunch in early 2026.
Fielden is a distillery built on the idea that English whisky could be defined by agriculture. That means a focus on heritage grains and regenerative farming,
Fielden by name…
Fielden enters new ownership following acquisition by GHF
GHF already works with values-led British producers Sapling, Everleaf and Nc’nean. The pitch is clear enough: if you build slowly, respect the liquid, and keep flavour front and centre, you’ll make an impact.
But this brand has been here before. Just over three years ago, Diageo invested in the artist formerly known as The Oxford Artisan Distillery. That didn’t pan out.
It’s a stern reminder of what can go wrong. Regardless, English whisky is in a good place despite the tumultuous conditions the industry is subject to. The category has expanded rapidly over the past decade. Annual production exceeds 500,000 bottles, according to the English Whisky Guild. Its future looks set to include a Geographical Indication (GI), and there is even an English Whisky Week now.
The acquisition by GHF is an indication of the value that is still seen in this market. Fielden gets some reinforcement, without compromising its direction. This could be a classic win-win.
