Fielden enters new ownership following acquisition by GHF

GHF, the brand development agency specialising in go-to-market strategy and execution, today announces the successful acquisition of Fielden. The acquisition sees Fielden join GHF’s best-in-class portfolio of independent challenger brands, with a full relaunch planned for early 2026.

Fielden is one of the most compelling stories in modern English whisky. Rooted in the fields of England and distilled from regeneratively farmed, diverse grains, the brand captures centuries of agricultural tradition and reinterprets them as a modern English rye whisky, combining depth, complexity and flavour with balance and approachability.

The acquisition comes at a pivotal moment for English whisky. The category has expanded rapidly over the past decade, with annual production now estimated by the English Whisky Guild to exceed 500,000 bottles. English whisky is gaining international recognition for quality, innovation and sustainability and is emerging as one of the most exciting new frontiers in global whisky.

Tristram Coates, Founder and CEO of GHF, said:

“We have long admired the Fielden brand and have followed its development closely, believing it to be something truly special. A genuine challenger, doing whisky differently. Fielden has strong credibility with bartenders, retailers and whisky enthusiasts through its distinctive flavour and modern English identity, and it has the potential to define its category and achieve iconic status.

Fielden is a perfect addition to the GHF portfolio, and we are incredibly excited to be building this brand alongside fellow like-minded and mission-led British spirit producers such as Sapling, Everleaf and Nc’nean. Under GHF’s stewardship, the brand will benefit from deep trade relationships, best-in-class brand building capability, and a long-term commitment to growing English whisky with integrity, ambition and cultural relevance.”

Dave Smith, Chief Executive Officer of Fielden, added:

“I have always admired the GHF portfolio and the quality of the team behind it. They have built a collection of brands that are values-led, creatively ambitious and commercially disciplined. I am genuinely delighted to be handing Fielden over to such passionate and thoughtful caretakers.

This is an incredibly exciting period for English whisky, and I could not think of a better home for the brand as it enters its next chapter.”

Fielden will officially relaunch into the UK on-trade and selected off-trade channels in early 2026, supported by a clear long-term vision to establish it as the leading English rye whisky and a defining brand within the modern English whisky movement.