London's Largest Indie Brewery Launches Regeneratively Farmed Lager into Waitrose Nationwide

Signature Brew x Groove Armada x Wildfarmed

This July, London's largest truly independent brewery, Signature Brew, is teaming up with electronic music icons Groove Armada and regenerative farming pioneers Wildfarmed to launch Do It Right (RRP £3 per 440ml can, ABV 5%). The purpose-led, Czech-style pale lager will be available in Waitrose stores nationwide.

Signature Brew has spent over a decade reinventing what it means to be a brewery, uniting people through the power of fresh beer, great music, and unforgettable live experiences from their state-of-the-art brewery and music venue on Blackhorse Road, E17. This landmark three-way collaboration bridges the gap between regenerative agriculture, iconic music culture, and world-class brewing.

Do It Right is a crisp, refreshing Czech-style pale lager brewed using Wildfarmed's regeneratively farmed malted barley. Pale gold in colour with a bright white head, the beer opens with aromas of fresh bread, floral hops, and subtle spice. Soft flavours of biscuit and light honey are balanced by a delicate herbal hop character and a clean, refined bitterness. Well-rounded and highly drinkable, this modern interpretation of a timeless lager delivers exceptional flavour while leaving a kinder footprint on our land.

By sourcing regeneratively grown grain from Wildfarmed, the brew is helping to bring nature back to fields and support British farmers. Wildfarmed's network of growers all use farming practices that focus on improving soil health, increasing biodiversity, minimising water pollution and reducing carbon – allowing brewing and nature recovery to exist side-by-side.

Signature Brew has long been bringing beer and music together, but now by collaborating with both Groove Armada and Wildfarmed they're bringing sustainability into the forefront of what they do best. Do It Right is a beer that not only delivers on their usual high standards of quality and consistency but also has a positive impact on the world around us.

Co-Founder of Signature Brew, Tom Bott, says, “This feels like a natural evolution for Signature Brew. For the past 15 years we've collaborated with more artists than any other brewery in the world because we believe great music deserves great beer. Those partnerships have allowed us to sit at the heart of modern culture in the UK, and we take the responsibility and influence that comes with that seriously. Brewing with Wildfarmed's regenerative malted barley gave us the opportunity to create something that's bigger than a beer collaboration. Wildfarmed exists to improve the world through better farming practices, while Signature Brew exists to make the live music experience better through exceptional beer. Bringing those two movements together to create a beer with genuine purpose makes this one of our most meaningful collaborations to date.”

Jourdan Gabbini, Beer & Cider Buyer at Waitrose & Partners adds, “We are thrilled to be exclusively launching Signature Brew's 'Do It Right' lager at Waitrose, as this is exactly what our beer-loving customers look for when it comes to high-quality, indie beers. This lager also aligns strongly with our Ethics & Sustainability strategies, and we are proud to stock another product which pioneers regenerative farming.”

Andy Cato, of Wildfarmed and Groove Armada says, “It was DJing that allowed me to hang on during ten years of experimentation in the fields, searching for ways to combine growing grains with restoring soils and nature. Back then, the farm and DJ booth felt like separate worlds. But as we built the Wildfarmed movement, I realised the two have a lot in common. Whether behind the Groove Armada turntables or talking at a Wildfarmed open day, the objective is the same - to unite people in a shared mission. It's great to now have a beer that brings these two worlds together. There can't be many better ways than drinking a cold lager to directly support farmers who are restoring soils and nature.”

About Wildfarmed

Wildfarmed is a food and farming business on a mission to accelerate the world's transition to regenerative agriculture and make better food grown in nature-rich landscapes available to everyone.

Founded in 2018 by Andy Cato, George Lamb and Edd Lees, Wildfarmed has built a network of farmers, businesses and consumers who are working together to change the way we grow food.

Wildfarmed's community of farmers grow wheat, oats and barley in nature-rich landscapes. Their unique farming practices are designed to work with nature, rather than against it, to deliver positive environmental outcomes. These focus on improving soil health, increasing biodiversity, minimising water pollution and reducing carbon - all of which help to bring UK fields back to life.

Passionate about increasing people's awareness of how the food we eat is grown and improving our collective understanding of the impact it has on the environment, Wildfarmed has built a powerful brand which is driving interest and adoption of regenerative agriculture across supply chains.

Wildfarmed flour, barley and oats are used by over 1000 food businesses from micro-bakeries to cafe chains, and from Michelin-starred to high-street restaurants. Partners across the UK include Greggs, Franco Manca, Jolene and The Fat Duck. Wildfarmed regenerative products are available at Tesco, Ocado and Waitrose.

About Signature Brew

Founded in 2011 by cousins Tom Bott and Sam McGregor, Signature Brew is on a mission to make beer that makes music better. Operating as a state-of-the-art craft brewery by day and a legendary live music venue by night in Blackhorse Road, London, they have collaborated with more musicians than any other brewery on the planet. Signature Brew's commitment to community, sustainability, and industry-defining quality has earned them the prestigious SIBA Brewery Business of the Year award an unprecedented two times (2018 and 2021). Renowned for their limited-edition artist collaboration beers, Signature Brew has conceptualised and brewed custom releases alongside household names and independent pioneers alike, including The Libertines, IDLES, alt-J, Hot Chip, Mastodon, Enter Shikari, Mogwai, Frank Turner, Big Joanie, and Sports Team.

For more information, please visit www.signaturebrew.co.uk/products/signature-brew-x-groove-armada-x-wildfarmed

Find Signature Brew on social media: Instagram: www.instagram.com/signaturebrew Facebook: www.facebook.com/SignatureBrew

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To request samples or interviews, please contact Right Hand PR: Alex Godfrey: alex@right-hand.co // 07739 804 670

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