Every single one of our brands at Fluid has a higher purpose. They’re each tied to a cause that will do some good in the world— no exceptions. Why? Because we believe in giving back, and we believe consumers do too.

For every case of Gray Jay sold we will plant one tree through our partners at Tree Canada

The hospitality sector has been hit brutally hard by COVID – 19. So, when the first lockdown occurred in the spring of 2020, our team decided to donate all of our profits from May and June of 2020 to the Bartenders Benevolent Fund to help support in any way that we could.

In Manitoba’s spirit of giving, a portion of the proceeds from each bottle sold will be donated to local Manitoba charities.

Through the Flying Embers non-profit arm, The Embers Foundation, 1% of all company revenue is dedicated to address first responder and community needs nationwide, through wildfire prevention and education, real-time natural disaster response, and recovery.