Hickling, Norfolk – August 2025 – This month marks the first anniversary of a very special partnership between Woodforde’s Brewery and The Pleasure Boat Inn at Hickling. Over the past year, every pint of Wherry served at the historic waterside pub has raised funds for the Norfolk Wildlife Trust — with £756 donated in just 12 months.  

Since reopening last year under the ownership of the Norfolk Wildlife Trust, The Pleasure Boat Inn has been serving Wherry as its flagship ale. For every pint poured, 10p has gone directly to the Trust to help protect the area’s wildlife and connect people with nature on the Norfolk Broads. 

In that time, 105 firkins of Wherry — the equivalent of over 7,500 pints — have been enjoyed by locals and visitors alike, proving that great beer really can do good. 

A pub with history, a pint with purpose.

The Pleasure Boat Inn’s story stretches back centuries. Originally a landing stage (or staithe) for coal, peat, and grain transport, it evolved into an alehouse and inn, welcoming travellers to Hickling Broad. Some say its name came from a wherry boat once owned by a landlord. Today, the pub remains a hub of hospitality — and now a champion of conservation. 

Honouring the celebration.

To mark the first anniversary since the pub’s reopening and the milestone fundraising achievement, The Pleasure Boat Inn hosted a celebratory gathering on the morning of August 14th. Members of the brewery, the pub and its loyal customers, Norfolk Wildlife Trust and members of the press were invited to raise a glass of Wherry to the success of the past year and the wildlife it’s helping to protect. 

James Ramm, Head of Sales at Woodforde’s Brewery: 

"We’re incredibly proud to see Wherry at the heart of such a fantastic community partnership,”. “The Pleasure Boat Inn’s history, location, and purpose make it the perfect place for people to enjoy our beer while supporting the unique landscape of the Broads.” 

 James Hogg, Corporate Partnerships Manager at Norfolk Wildlife Trust, said: 

 “Woodforde’s Brewery, from its base in the Bure Valley, have been great supporters of Norfolk Wildlife Trust for many years, and we are so pleased that customers at The Pleasure Boat are able to savour their iconic Broadland beer ‘Wherry’ while also supporting Norfolk’s nature. We look forward to continuing our partnership as we develop further plans to welcome people to Hickling Broad and Marshes to enjoy and learn about the area and its special wildlife.” 

Ricky Malt, Owner of the Pleasureboat Inn, said: 

“We are delighted to have traversed this first year of opening and with such wonderful support we hope the pleasure boats partnership with the Norfolk wildlife trust flourishes. It seemed a perfect fit to partner with Woodforde’s Brewery to help raise much needed funds for the local wildlife and long may it continue.”