The Do It Right lager has been launched as a new libation from Signature Brew in partnership with Groove Armada and Wildfarmed as a purpose-led refreshment that will unite music lovers alike. The beer features a Czech-style pale lager recipe that's brewed with Wildfarmed's regeneratively farmed malted barley to give it a pale gold color, a bright white head and aromas of fresh bread, floral hops and subtle spice. The beer will reveal biscuit and light honey flavors on the palate to make it easy to drink and also easy on the planet.
The Do It Right lager features a 5% ABV, comes in 440ml cans priced at £3 each and is arriving now at Waitrose in the uK.
Key Themes Behind This Trend
- Purpose-led Alcohol
- Beverage brands are blending sustainability credentials with lifestyle positioning, creating room for products that make ethical sourcing part of the drinking experience.
- Musician-backed Beers
- Artist collaborations are turning craft beverages into fan-focused merchandise, opening possibilities for limited-run drinks tied to music culture and community identity.
- Regenerative Brewing
- Regeneratively farmed grains are becoming a premium ingredient story for beer makers, positioning agriculture transparency as a differentiator in crowded retail aisles.
Where This Applies
- Craft Beer
- Independent brewers are using collaborations and ingredient provenance to stand out, suggesting new growth in culturally connected and sustainability-led formats.
- Music and Entertainment
- Musicians and entertainment brands are extending their influence into consumer goods, allowing fan engagement to move beyond events and streaming into everyday purchases.
- Sustainable Agriculture
- Regenerative farming suppliers are gaining visibility through branded food and drink partnerships, highlighting opportunities for farms to become consumer-facing value drivers.
