Big Hug Brewing has secured two major national retail listings with ASDA and Sainsbury’s, marking a significant milestone in the brand’s growth.
Last week, Digital Dreams, a 4.8% ABV New England-style beer, rolled out across 419 Sainsbury’s stores as part of their spring/summer range. The light, hazy beer is designed to deliver impact beyond the shelf. Every can sold helps to preserve three trees through a partnership with One Tribe, supporting climate action programmes in the UK and globally.
The beer will also feature in Fuller’s pubs as part of their guest keg programme, with a tenfold increase in donations per keg sold.
A day later, Big Hug Brewing launched BiG JUiCY, a 6% ABV IPA exclusive to ASDA. Positioned as “Bigger Can. Bigger Profile. Bigger Impact,” the product donates 10p from every can to homelessness charity Only A Pavement Away via the Work for Good scheme.
“Securing two national listings within days of each other is a huge moment for us,” said Matt Williams, founder of Big Hug Brewing. “It’s where we’ve always wanted to be. Not just for the brand, but for the causes we support.
“Retail gives us scale, visibility, and the ability to make a real difference. That’s always been the ambition: get great beer into more hands and use that reach to do something meaningful. We’re incredibly grateful to the teams at ASDA and Sainsbury’s for the opportunity.”
These successes follow a strategic brand relaunch in partnership with global design agency JDO, whose work helped sharpen the brand’s positioning and elevate its presence which laid the foundations for increased visibility, stronger retail appeal, and accelerated commercial momentum.
Williams added: “Giving back has been part of our DNA from day one. Whether it was partnering with My Green Squares in the very early days, to help protect our planet’s rainforests and biodiversity, or running Hugs4Snugs, to help raise clothing donations to support those facing homelessness, to our current partnerships. We’ve always believed business should do more.
“But bringing that story to the surface and making it resonate at scale was the real shift. That’s where JDO came in. They understood what we were trying to build and helped us express it with clarity, whilst conveying our brand personality with impact and giving us the presence we needed to compete at this level.”
