Signature Brew’s sustainable Do It Right lager launches in Waitrose

Waitrose lists regenerative barley lager from Signature Brew collaboration

Signature Brew has launched a Czech-style pale lager brewed with regeneratively farmed barley. The beer is now available exclusively in Waitrose stores across the UK. Moreover, the collaboration brings together Wildfarmed’s grain supply network and music branding from Groove Armada.

The 5% ABV lager is sold in 440ml cans at £3. It represents a move to place regenerative ingredients in a mainstream retail setting. Consequently, shoppers can now buy a beer brewed with grain grown using practices designed to improve soil health and reduce carbon emissions.

Wildfarmed barley forms the core ingredient

Wildfarmed supplies the malted barley for the lager. The organisation works with a network of British growers who use reduced tillage, cover crops and other methods intended to rebuild soil health. These practices aim to bring biodiversity back to farmland while supporting water quality and carbon storage in the soil.

Signature Brew describes the beer as crisp and malt-forward. The brewery emphasises that flavour remains the priority. However, the collaboration also reflects a broader shift in which ingredient sourcing is used to communicate environmental credentials alongside taste and provenance.

The beer’s name is Do It Right: Regenerative Lager. Groove Armada fronts the collaboration as part of Signature Brew’s ongoing strategy to link music and brewing. The partnership positions the lager as a purpose-led product that demonstrates regenerative agriculture can function in everyday beer production.

Exclusive Waitrose listing brings wider visibility

The nationwide Waitrose listing matters because it moves regenerative ingredients out of specialist craft beer circles. Previously, beers brewed with regeneratively grown grain often appeared only in taprooms or independent bottle shops. This release places the product on supermarket shelves where it reaches a much larger audience.

For businesses monitoring ingredient trends, this is significant. Retailers are increasingly willing to stock products that combine environmental messaging with mainstream appeal. The listing suggests that regenerative agriculture is moving from niche positioning to a credible supply chain option for consumer-facing brands.

The collaboration also reflects a wider pattern in the drinks sector. Several breweries have recently launched beers with climate or regenerative agriculture positioning. In addition, consumer goods brands across categories are testing whether environmental claims translate into purchasing decisions at scale.

Regenerative farming practices explained in commercial terms

Regenerative agriculture is a set of farming practices designed to restore soil health and ecosystem function. It typically includes cover cropping, reduced or no tillage, diverse crop rotations and minimal chemical inputs. The goal is to build soil organic matter, sequester carbon and support biodiversity.

For farmers, the approach can reduce input costs over time. However, it often requires upfront investment in knowledge and equipment. It also involves shifting away from conventional tillage and monoculture systems that have dominated UK arable farming for decades.

Wildfarmed’s network focuses on British growers who adopt these methods. The organisation provides market access for grain grown regeneratively. As a result, farmers receive a route to buyers willing to pay for ingredients with environmental attributes.

For breweries, using regeneratively farmed barley offers a way to address Scope 3 emissions. Agriculture accounts for a significant portion of a brewery’s total carbon footprint. Therefore, ingredient sourcing decisions can materially affect overall emissions profiles.

This matters for businesses facing carbon reporting requirements or pursuing net zero commitments. Supply chain emissions are often the largest category in a company’s carbon footprint. Consequently, switching to lower-carbon ingredients can deliver measurable reductions.

What this means for SMEs in food and drink

This launch demonstrates that regenerative ingredients are now viable for mainstream retail distribution. Businesses considering sustainable sourcing can observe how a collaboration between a brewery, a grain network and a music brand translates into a supermarket listing. The model shows that environmental positioning does not require compromising on product quality or commercial appeal.

Several practical considerations emerge for SMEs. First, ingredient sourcing is increasingly visible to consumers and supply chain partners. Buyers for major retailers are paying attention to environmental attributes. Furthermore, public sector procurement and corporate supply chains are beginning to include sustainability criteria in tender processes.

Second, collaboration can enable smaller businesses to access supply chains that would be difficult to build independently. Wildfarmed provides the farming network and verification. Signature Brew handles production and brand development. Groove Armada contributes recognition and marketing reach. The partnership structure allows each participant to contribute specific expertise.

Third, pricing remains important. At £3 for a 440ml can, the lager sits within the premium craft beer segment but is not positioned as a luxury product. This suggests that regenerative ingredients do not automatically require significant price premiums if supply chains are structured efficiently.

For manufacturers and food businesses, the collaboration offers a case study in how environmental claims can be integrated into product development. The beer’s positioning emphasises both sustainability and quality. It does not present regenerative agriculture as a compromise or sacrifice. Instead, it frames the ingredient choice as consistent with producing a commercially competitive product.

Key details about the regenerative lager

• The beer is a 5% ABV Czech-style pale lager brewed with Wildfarmed’s regeneratively farmed malted barley.
• It is sold exclusively in Waitrose stores nationwide in 440ml cans at a recommended retail price of £3.
• The collaboration includes Signature Brew as the producer, Wildfarmed as the grain supplier and Groove Armada as the brand partner.
• Regenerative farming practices used by Wildfarmed’s growers include cover cropping, reduced tillage and methods designed to improve soil health and biodiversity.
• The launch reflects a broader trend of breweries using ingredient sourcing to communicate sustainability credentials alongside flavour and provenance.

How regenerative sourcing affects carbon reporting and compliance

Businesses with carbon reporting obligations should pay attention to agricultural sourcing decisions. Scope 3 emissions include all indirect emissions in a company’s value chain. For food and drink businesses, raw materials often represent the largest source of these emissions.

Switching to regeneratively farmed ingredients can reduce reported emissions if the farming practices sequester carbon or lower fertiliser use. However, the impact depends on how emissions are calculated and whether carbon sequestration in soil is included in supplier data. Businesses need robust verification and measurement to substantiate claims.

For companies responding to PPN 06/21 or similar procurement requirements, ingredient sourcing decisions can directly affect tender competitiveness. Public sector buyers increasingly evaluate carbon reduction plans and supply chain sustainability. Demonstrating use of lower-carbon ingredients can strengthen responses to these criteria.

In addition, retailers are beginning to ask suppliers for product-level carbon data. Brands that can provide transparent information about ingredient origins and associated emissions may gain preferential access to shelf space. Therefore, building relationships with suppliers who can provide verified environmental data is becoming a commercial advantage.

The Do It Right lager demonstrates that ingredient traceability and environmental attributes can be communicated clearly to consumers. The product’s positioning makes regenerative farming legible without requiring technical knowledge. This approach can inform how other businesses present sustainability information in consumer-facing contexts.

Considering regenerative ingredients in your supply chain

Businesses exploring regenerative sourcing should start by understanding what the term means in practice. Regenerative agriculture is not a single standard. It encompasses a range of practices that vary by crop, region and farm type. Consequently, you need to evaluate what specific practices your suppliers use and how those are verified.

Ask potential suppliers how they define regenerative farming. Request information about measurement and verification systems. Determine whether they can provide data on soil health, carbon sequestration or biodiversity outcomes. This information is essential if you plan to make environmental claims or include regenerative sourcing in carbon reporting.

Consider the commercial implications. Regenerative ingredients may carry different pricing structures depending on supply chain maturity and scale. Some suppliers offer regenerative options at competitive prices. Others require premiums that reflect investment in farming practice changes. Evaluate whether your product positioning and margins can accommodate these costs.

Think about how regenerative sourcing fits with your broader sustainability strategy. If you are pursuing carbon reduction targets, quantify the potential impact of ingredient changes. If you face compliance requirements, assess whether regenerative sourcing helps you meet specific criteria. Align sourcing decisions with measurable business objectives rather than adopting practices for reputational reasons alone.

For SMEs, collaboration may offer a practical route into regenerative supply chains. Partnering with organisations that aggregate regeneratively farmed ingredients can provide access without requiring you to build farmer relationships from scratch. This approach reduces transaction costs and allows you to benefit from existing verification systems.

Where to find further information on regenerative agriculture

The Department for Environment, Food and Rural Affairs publishes guidance on sustainable farming practices and environmental land management schemes. You can find information about government support for farmers transitioning to regenerative methods on the Defra website.

The Sustainable Food Trust provides research and resources on regenerative agriculture and food system sustainability. Their publications cover farming practices, carbon sequestration and supply chain development. Visit the Sustainable Food Trust for detailed reports and case studies.

For businesses considering how regenerative sourcing affects carbon reporting, our compliance and carbon reporting services can help you quantify supply chain emissions and integrate verified data into your reporting processes. In addition, our sustainable procurement support provides guidance on evaluating suppliers and building lower-carbon supply chains.