SHS Drinks has announced the acquisition of mid-strength ABV beer brand Shandy Shack.
The deal comes amid strong growth for Shandy Shack as it capitalises on adults seeking to moderate their alcohol consumption.
Since 2021, Shandy Shack has won numerous taste awards and secured significant distribution partnerships.
Prior to the acquisition, SHS Drinks and Shandy Shack collaborated to create a Raspberry Lager using Bottlegreen’s Raspberry Cordial. The product launched in June this year and featured integrated Bottlegreen branding on Shandy Shack’s packaging, along with joint promotional efforts across social media.
Andy Morris-Jinks, Managing Director of SHS Drinks, said: “We are excited to welcome Shandy Shack into our brand family. The mid-strength ABV market is seeing rapid growth as consumers seek options for low-tempo, relaxed socialising. Shandy Shack’s innovative and award-winning product range aligns perfectly with our vision for broadening our consumer base and tapping into emerging market trends.”
Shandy Shack will join SHS Drinks’ growing portfolio, which includes Shloer, Bottlegreen, Rocks, WKD and Merrydown.
The brand’s co-founders, Ed Stapleton and Tom Stevens, will continue to lead its development and expansion.
Stapleton commented: “It is a fantastic feeling to join forces with SHS Drinks to accelerate the development of Shandy Shack. SHS Drinks are a brilliant organisation that share our values and vision for the brand. They recognised the importance of introducing a compelling mid-strength offering to enhance their diverse and dynamic portfolio. This partnership will provide unparalleled opportunities to leverage their expertise, resources and support to expand our brand’s reach.”
