Most old-school whiskies come with a backstory about an eccentric founder and a spring with near-mystical qualities. But the grains that go into the whisky? You never hear much about those. That’s because this part of the story isn’t quite as whimsical. Most grains in whisky are grown industrially, with chemicals: same grain, same height, same flavour.
Enter Fielden, who are bringing England’s fields back to life with heritage grains grown on regenerative farms. Their grains grow in white clover (without any chemicals) in fields full of plants, wildflowers and insects.
When you write about a brand that’s genuinely changing the way grains are grown and fields are farmed, the hardest thing to grapple with is “greenwash” and simpler (but often murkier) eco claims. “Carbon neutral” (or “negative”) is a classic case in point: it can just mean business as usual while paying to plant trees elsewhere. “Carbon neutral airports”, we’re looking at you…
We know from our work with Honest Burgers that regenerative farming isn’t easy to sum up in a soundbite. For Fielden, we had to get an environmental message across to a whisky-buying audience without overloading them with farming terminology or over-simplifying what’s involved.
Visual identity by Made Thought and more design by NotonSunday.