Our Story

  • Fierce & Kind is a minority- and woman-founded, impact-driven, Double-Platinum award-winning spirits brand with a rapidly growing presence in bottleshops, national retail chains, and restaurants and bars.

meet the founders

Fierce & Kind was founded on a lifelong love of whiskey and a belief that we can impact change by building a successful social enterprise modeled on the success of companies like Ben & Jerry's and Patagonia. In an era where folks have more to disagree about than in common, we offer you this: uncommon spirits that bring us all closer together to have better conversations, find more common ground, and see a more hopeful future. 

Founder Basem Harb began formulating his next venture and passion project during the pandemic - a company that brought award-winning spirits to the market, and that would impact the way we serve society by the way we do business. Co-Founder Cyndi Smith joined the company soon after to help build and grow the market, starting in their hometown of San Diego, California.

You can sip with them at many of Fierce & Kind's events and tastings around Southern California.

Uncommonly good spirits. Shared for common good.

We believe spirits have a unique power to bring people together and the act of sharing a drink with someone is a sacred, communal moment.

When we join forces to create and share our spirits, we can bring positive action and change to the communities we serve.

Making Fierce & Kind your drink of choice means you’re choosing to drink with purpose. You’re choosing to fund the people and organizations driving change. Investing in Fierce & Kind means you’re participating in the pursuit of economic opportunity. It’s time to reimagine what ownership, opportunity, and ethical consumption look like.

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  • Owned by employees and customers.

    Fierce & Kind helps create economic opportunity for historically-excluded communities. So in addition to offering premium spirits, we are a 100% employee- and consumer-owned company.

  • Representation in leadership.

    While our consumers and employees are represented stakeholders, our founders are BIPOC and female entrepreneurs and leaders with proven track records.

  • The Fierce & Kind Equity Foundation.

    We give 25% of our profits to our foundation to drive work around social, political, economic, and climate justice, and to help build generational wealth for our communities.

    May your cup runneth over.

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