Waitrose is rolling out a new Czech-style pale lager called “Do It Right” that was brewed using barley from regenerative farms. The five per cent ABV beer, priced at £3 for a 440ml can, is available nationwide in the supermarket and will also be sold in cans and on draught at pubs, bars, and music venues. [1]Do It Right joins the growing list of independent beers that utilize Wildfarmed’s network of farms.
The collaboration brings together the electronic music duo Groove Armada, the regenerative farming business Wildfarmed, and the brewer Signature Brew. Andy Cato, who is a co-founder of both Groove Armada and Wildfarmed, said the product connects his work in music with his efforts to restore soil and nature through farming.
“It’s great to now have a beer that brings these two worlds together,” he said. “There can’t be many better ways than drinking a cold lager to directly support farmers who are restoring soils and nature.”
Signature Brew described the beer as a pale-gold lager with flavours of biscuit and light honey, alongside floral, herbal and lightly spiced notes. The brewer said the collaboration combined its links to live music with Groove Armada’s cultural profile and Wildfarmed’s focus on sustainable agriculture.
Do It Right is the latest product to utilize Wildfarmed’s network of farms. The business works with British growers using practices designed to improve soil health, increase biodiversity, reduce water pollution and lower carbon emissions. Signature Brew operates a brewery and music venue in Blackhorse Road, east London, and has worked with musicians and artists on a range of beer collaborations during its 15-year history.
Independent beer meets ethical shopping
Waitrose beer and cider buyer Jourdan Gabbini said the product reflects growing customer demand for high-quality independent beers. She added that the lager aligns strongly with the supermarket’s ethics and sustainability strategies.
“We are proud to stock another product which pioneers regenerative farming,” Gabbini said. Signature Brew co-founder Tom Bott said the project offered an opportunity to create something bigger than a standard beer collaboration.
“Bringing those two movements together to create a beer with genuine purpose makes this one of our most meaningful collaborations to date,” Bott added.
While the partnership highlights a successful integration of agricultural practices and commercial beverage production, the long-term viability of regenerative supply chains often depends on consumer willingness to pay a premium for environmental benefits. The rapid expansion of such niche products into major grocery chains suggests a market shift, yet the consistency of supply and the scalability of regenerative methods remain critical factors for widespread adoption.
