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Retail · September 2026
Wildthing Regenerative Lager Campaign
Friday 4th September, 2026
Hawkstone and Wildfarmed launched Wildthing, a lager made with regeneratively farmed barley, and gave the product a broader cultural hook through a new version of “Wild Thing” recorded with the Hawkstone Farmers Choir. The release supports farming charities, alongside a £100,000 donation commitment and a wider campaign celebrating British farming.
Why it worked: It fused a supermarket-scale product drop with a nostalgia trigger (a charity “Wild Thing” remake) and hard numbers (£100k), giving editors a timely, culture-plus-impact hook.
The lesson: Consider tying a launch to a recognizable song or ritual, add a measurable charity commitment, and stage a nationwide retail moment.
Hawkstone
Wildfarmed
4 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| morningadvertiser.co.uk | Hawkstone and Wildfarmed launch lager into 600 pubs | Friday 4th September, 2026 |
| farmersguide.co.uk | Hawkstone Farmers Choir donates part of BGT prize to rural charities - Farmers Guide | Friday 4th September, 2026 |
| thegrocer.co.uk | Hawkstone and Wildfarmed join forces to launch regeneratively farmed Wildthing Lager | Tuesday 8th September, 2026 |
| farmersguide.co.uk | Hawkstone and Wildfarmed launch Wildthing Lager to champion British farming - Farmers Guide | Thursday 10th September, 2026 |