Prime Time, a British-founded, low-calorie beer brand, has announced its first national retailer listing in Waitrose.
Its full product range, consisting of Lager, IPA and Lager+, will be stocked in more than 80% of Waitrose stores from this week. Prime Time Lager+ is the world’s first caffeine-infused beer, inspired by other alcoholic drinks such as Espresso Martinis.
Founded in 2021 by Harvey Armstrong and Sam Holmes after two years of R&D, the Prime Time range contains just 95 calories and 4 grams of carbs per can. This is said to offer beer lovers the opportunity to avoid the sluggishness and bloating they may feel from standard lagers and ales without compromising on taste.
The products are all gluten-free and vegan-friendly whilst still containing an ABV level that is comparative to standard beers (4.2%).
The brand has seen strong growth since launch and is currently stocked in more than 350 venues across the UK, including two Premier League football clubs. Prime Time has raised more than £2m of investment to date and has recently closed a crowdfunding round that offered investors various benefits from free products to tickets to Premier League football matches.
Holmes said: “We are absolutely thrilled with this new listing with Waitrose, which is an incredible partner to start to our retail journey. We know that Brits are becoming a lot more health and fitness-conscious in general, so we are keen to be the leading better-for-you drink option, offering great taste without some of the negative effects that traditionally come with consuming beer.
“With Prime Time, consumers no longer have to choose between enjoying a full-flavoured and full-strength drink with friends, and living a balanced lifestyle. We’re delighted that many more consumers across the UK will be able to get their hands on our product!”
Jourdan Gabbini, cider and beer buyer at Waitrose, added: “As the Waitrose beer and cider buyer, I’m always eager to discover and champion products that bring something new and exciting to our customers. Functional drinks are an emerging trend and something we’re seeing increased demand for in the soft drinks category, so I am excited to bring a brand like Prime Time onboard as it’s a brilliant example of a functional alcoholic beer which will satisfy an unmet demand from Waitrose customers.
“We’re proud to support this pioneering brand as it redefines what beer can be. We can’t wait for you to shop Prime Time at your local Waitrose very soon!”
