diff --git a/britney.conf b/britney.conf
index 1fc1399..d87b87f 100644
--- a/britney.conf
+++ b/britney.conf
@@ -113,6 +113,7 @@ ADT_SWIFT_REGION  =
 # result logs
 ADT_PRIVATE_SHARED = 
 ADT_PRIVATE_URL    = https://autopkgtest.ubuntu.com/private-results/
+ADT_PRIVATE_RETRY  = 
 # Base URL for autopkgtest site, used for links in the excuses
 ADT_CI_URL        = https://autopkgtest.ubuntu.com/
 ADT_HUGE          = 20
diff --git a/britney.conf.template b/britney.conf.template
index d46877e..f662aa4 100644
--- a/britney.conf.template
+++ b/britney.conf.template
@@ -135,6 +135,7 @@ ADT_SWIFT_REGION  =
 # result logs
 ADT_PRIVATE_SHARED = 
 ADT_PRIVATE_URL    = 
+ADT_PRIVATE_RETRY  = 
 # Base URL for autopkgtest site, used for links in the excuses
 ADT_CI_URL        = https://example.com/
 # Enable the huge queue for packages that trigger vast amounts of tests to not
diff --git a/britney2/policies/autopkgtest.py b/britney2/policies/autopkgtest.py
index 5751523..c80adf1 100644
--- a/britney2/policies/autopkgtest.py
+++ b/britney2/policies/autopkgtest.py
@@ -492,10 +492,22 @@ class AutopkgtestPolicy(BasePolicy):
                     if status == 'REGRESSION':
                         if self.options.adt_retry_url_mech == 'run_id':
                             retry_url = self.options.adt_ci_url + 'api/v1/retry/' + run_id
+                        elif self.options.adt_private_retry:
+                            # if a custom retry url mechanism has been given,
+                            # use that - but instead of passing PPAs with
+                            # sensitive credentials, we pass additional context
+                            # that will help the backend identify what env
+                            # needs to be used
+                            retry_url = self.options.adt_private_retry + \
+                                    urllib.parse.urlencode([('release', self.options.series),
+                                                            ('arch', arch),
+                                                            ('package', testsrc),
+                                                            ('trigger', trigger),
+                                                            ('context', self.swift_container)])
                         elif not any('@' in ppa for ppa in self.options.adt_ppas):
-                            # private PPAs currently should not display a retry
-                            # button until we can guarantee that the secrets
-                            # will not leak
+                            # otherwise private PPAs currently should not
+                            # display a retry button as we can not guarantee
+                            # that the secrets will not leak
                             retry_url = self.options.adt_ci_url + 'request.cgi?' + \
                                     urllib.parse.urlencode([('release', self.options.series),
                                                             ('arch', arch),
diff --git a/tests/__init__.py b/tests/__init__.py
index 64a960c..f174652 100644
--- a/tests/__init__.py
+++ b/tests/__init__.py
@@ -401,7 +401,8 @@ ADT_SWIFT_AUTH_URL =
 ADT_SWIFT_TENANT  = 
 ADT_SWIFT_REGION  = 
 ADT_PRIVATE_SHARED = 
-ADT_PRIVATE_URL    =
+ADT_PRIVATE_URL    = 
+ADT_PRIVATE_RETRY  = 
 ADT_CI_URL        = https://autopkgtest.ubuntu.com/
 ADT_HUGE          = 20
 ADT_SHOW_IRRELEVANT = no