Groove Armada and regenerative farming pioneers Wildfarmed are launching a new beer into Waitrose in partnership with music-inspired brewer Signature Brew.
Signature Brew creates beers “inspired by and brewed with our musical heroes” and has previously released drinks with artists including the Libertines, Alt-J, and Hot Chip.
Its latest beer, a Czech-style pale lager, is named after Groove Armada’s song, Do It Right, released earlier this year.
It will use regeneratively grown barley from Wildfarmed, a network of growers established by Groove Armada’s Andy Cato.
Cato said that while farming and music used to feel like separate worlds, he has since realised the two have a lot in common.
“Whether behind the Groove Armada turntables or talking at a Wildfarmed open day, the objective is the same – to unite people in a shared mission,” he said.
“It’s great to now have a beer that brings these two worlds together. There can’t be many better ways than drinking a cold lager to directly support farmers who are restoring soils and nature.”
Signature Brew co-founder Tom Bott said the partnership felt like a “natural evolution” for the brewery and allowed them to create “something that’s bigger than a beer collaboration”.
“Wildfarmed exists to improve the world through better farming practices, while Signature Brew exists to make the live music experience better through exceptional beer. Bringing those two movements together to create a beer with genuine purpose makes this one of our most meaningful collaborations to date.”
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