Big Hug Brewing Co has secured a two-year UK distribution deal with Handpicked Drinks, opening up new opportunities for the social impact-focused brand.
Founded in 2014 by Matt Williams, Big Hug Brewing Co was created from a passion for drinks brands and hospitality, alongside a clear ambition to give back to social causes.
The brand is built around producing great tasting, modern, accessible beers, while supporting ‘people and planet’ charities, such as One Tribe, which helps to protect rainforests, and Only A Pavement Away, which supports people facing homelessness to find employment in hospitality.
Handpicked Drinks, which launched in 2024, services the on-trade, off-trade, and wholesale, and also operates two venues: Freight Island, in Manchester, and the recently-opened Freight, Brixton.
“Big Hug has been the go-to beer on the bar at Freight Island for the last six weeks,” said Mark Banks, founder of Handpicked Drinks. “Customers are drawn to the quality of the beer — Juicy Pale Ale in particular has been a standout, thanks to its soft, citrus-forward profile — and it’s such a favorite amongst our team that they specifically requested it for our new Brixton taproom.
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“Just as important as the great quality beer is that people connect with the story behind the brand and the charities Big Hug supports. It’s a brilliant fit for our portfolio and for the types of customers we work with.”
As well as expanded UK distribution across independent free trade and wholesale, the partnership will open up further opportunities for Big Hug, including export markets such as Scandinavia and China, visibility at more than 100 festivals, and hands-on commercial and brand support from the Handpicked Drinks team.
Matt Williams said: “2026 is shaping up to be a strong year for Big Hug, and partnering with Handpicked Drinks feels like a natural move. Mark and the team bring deep experience across wholesale, festivals, and export, which allows us to grow our reach without compromising who we are.
“Because we work with high-quality brewing partners rather than owning our own brewery, we have the flexibility to scale sustainably. This deal will help us support Only A Pavement Away even further, while getting our beers in front of more people across the UK and beyond.”
Banks added: “When the team at Handpicked Drinks looked to build our portfolio of UK beer brands, Big Hug really stood out. Matt’s commitment to ‘people and planet’, combined with consistently well-made beers from trusted brewing partners, gives us huge confidence in the product which, alongside the strength of the brand personality, means that we see strong potential for the beers across all types of outlet — from independent bar groups to specialist retailers, multiple grocers, and modern pubs and bars.”
Initially available via Handpicked Drinks will be Juicy Pale Ale, Hibernation, Planet Pilsner, and Pave The Way, supplied in 30L-litre kegs alongside 330ml and 400ml cans. Pave The Way is a gluten-free beer that directly supports Only A Pavement Away.
The distribution partnership follows a period of strong momentum for Big Hug, including the launch of a refreshed brand identity created by design agency JDO Global. The branding, which can be seen across the core range, has already picked up
two prestigious design accolades, the Muse Creative gold medal for Corporate Identity, and a bronze medal at the Harpers Wine & Spirit Design Awards.
