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Retail · July 2026
Do It Right regenerative beer launch
Wednesday 22nd July, 2026
Groove Armada’s Wildfarmed project partnered with music-brewery Signature Brew to create Do It Right, a Czech-style pale lager brewed using regeneratively grown barley; the beer, tying the band’s music and regenerative farming mission together, is being stocked in Waitrose to generate consumer awareness for Wildfarmed and soil-restoration farming practices.
Why it worked: It fused a celebrity IP with a retailer listing and a verifiable sustainability claim (regenerative barley), giving editors a timely, headline-ready triple hook.
The lesson: Consider pairing a recognizable cultural name with a concrete distribution milestone and a measurable do-good proof point to force quick coverage.
Groove Armada
Wildfarmed
Signature Brew
Waitrose
4 Sources:
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Groove Armada launches regeneratively grown beer into Waitrose | Wednesday 22nd July, 2026 |
| businessgreen.com | 'Do It Right': Signature Brew, Wildfarmed, and Groove Armada launch regeneratively farmed beer | BusinessGreen News | Thursday 23rd July, 2026 |
| grocerygazette.co.uk | Waitrose rolls out Signature Brew lager made with regenerative barley - Grocery Gazette - Latest Grocery Industry News | Friday 31st July, 2026 |
| thedrinksbusiness.com | Groove Armada launches Do It Right lager with Signature Brew | Friday 31st July, 2026 |