Fielden promotes regenerative farming
English whisky producer Fielden will host countryside and agricultural events this summer to highlight its commitment to regenerative, low-intervention farming practices.
The English rye whisky brand, formerly known as Oxford Artisan, champions regenerative farming and highlights the essential role of responsible grain cultivation in producing premium whisky.
Described as a leading advocate of a ‘no chem regen’ philosophy, Fielden aims to reshape the conversation around the whisky industry’s environmental impact.
The brand is committed to regenerative farming across more than 1,400 acres of land in the UK, collaborating closely with a network of farmers who prioritise soil health and biodiversity.
By promoting regenerative farming free from chemicals and collaborating with increasing farming partners, the brand emphasises the significance of caring for the land to yield the finest quality raw materials for whisky.
Fielden is launching its summer initiatives in partnership with Daylesford Organic Farm in the Cotswolds for its inaugural event on 17 May, which will take place from from 6pm-11pm.
Called Soil & Supper, the event at the farm will celebrate the land through feasting, music, whisky and dance, inspired by ‘Rogationside’ – an ancient English ritual dating back to the 5th century – where the land was blessed to yield a prosperous harvest.
Fielden will also be present at the 2025 RHS Chelsea Flower Show in London from 20-24 May, where it will debut its partnership with Kent Wildflower Seeds and artist Francis Costelloe.
The setting at the Chelsea Flower Show is designed to challenge the idea that wildflowers are weeds and will feature a traditional cottage garden framed by Fielden’s rye fields on a large-scale painted landscape backdrop.
Visitors to the shared stand can order a sample of Fielden’s rye whisky while learning about the regenerative farming practices that help bring the spirit to life.
From 2-3 July, the brand will be the headline sponsor at Groundswell Festival at Lannock Manor Farm in Hertfordshire. Groundswell is considered a cornerstone of the regenerative farming movement, providing an ideal platform for discussions around sustainable farming techniques.
Fielden will host two exclusive banquets, inviting guests to its exhibitor stand at the festival. The stand will feature the only dedicated whisky bar on site, with samples available throughout the event. Through this initiative, Fielden aims to further its mission of promoting the benefits of regenerative practices in agriculture and spirits production.
Retail initiatives
In addition to countryside activations, Fielden is expanding its reach through new retail partnerships this summer.
This month (April), the brand released a limited edition single cask rye exclusively for Fortnum & Mason with an RRP of £135 (US$180). Matured in an STR (shaved, toasted and re-charred) ex-red wine American oak barrel, the whisky is limited to 290 bottles.
Other new retail partnerships include a new listing at Daylesford’s Cotswold store and a nationwide launch on Ocado, which is scheduled for early summer.
David Smith, CEO of Fielden Whisky, commented: “We take great pride in being at the forefront of the farming conversation within the whisky industry. Our summer partnerships are a reflection of our commitment to showcasing the impact that responsible farming has on the quality of our whisky.
“By supporting regenerative practices, we’re not only helping to preserve the land for future generations, but also enhancing the whisky experience for consumers who are eager to learn about the origins of what’s in their glass.”
Fielden’s flagship rye whisky is available with an RRP of £62.50 (US$83) at leading UK retailers, including Berry Bros & Rudd, The Goodman Group, Amathus, The Whisky Shop, Fortnum & Mason, Hedonism Wines and a growing number of independent stores, bars, and restaurants.
Last year, the brand launched Hedgerow as the first edition in a new four-part series of whiskies called Fieldnotes.
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