A NEW LOW-CALORIE, GLUTEN FREE LAGER HITS WAITROSE SHELVES, INCLUDING THE WORLD’S FIRST CAFFEINATED LAGER!

Launching in Waitrose stores nationwide is a low-calorie, gluten–free lager range, including the World’s first caffeine infused lager. From TV personalities, Harvey Armstrong and Sam Holmes, the Prime Time range is designed to be a great-tasting beer without the guilt, boasting just 95 calories, only 4 grams of carbs, being gluten-free and vegan friendly whilst still possessing 4.2% ABV. 

Founders, Harvey and Sam, decided that there was a conflicting love triangle between their social life and fitness regime. With a vision to create a delicious, refreshing lager which embodies a balanced lifestyle without the guilt, they began to develop the perfect solution. After two years of trials, developments, tweaks and a lot of testing (*cough cough* drinking beers), Prime Time was born!

The full range consists of Prime Time Lager, Prime Time IPA and Prime Time Lager Plus+. The beers use Barley Malt as one of the key ingredients with the gluten removed, making it less fattening than your traditional beer. Prime Time Lager is light, crisp and refreshing, whilst still being full-flavoured and full-strength, skillfully developed and brewed with 30% fewer calories. The Prime Time IPA is a light and zingy pale ale, brewed using four renowned hops: Chinook, Centennial, Mosaic and Simcoe. For those after a buzz or an espresso martini switch-up, Prime Time Lager+ is ingeniously infused with caffeine to give you that little energy boost (up to ½ cup of coffee!)

With 47% of beer drinkers looking for a low-calorie option, the Prime Time range has been ably developed with consumers who are avid beer drinkers in mind. The range also appears to those who don’t want the negative effects that traditional beer or lager causes, eliminating that sluggish, bloated feeling you would usually experience from a standard beer. Expertly brewed right here in the UK, each beer only uses the top ingredients to ensure there is absolutely no compromise on taste.

With gluten-free beer projected to grow 14.8% by 2026 and a personal mission to become the number one functional beer brand on the planet, Prime Time has already achieved 270% revenue growth in 2024 year-to-date, shipping over 1 million beers nationwide. Raising over £2 million in investments to date and backed by the CDMO of L’Oreal, MD of Aesop and the Executive Director of AYA capital, the beer brand owns hundreds of on-trade accounts including Young’s Pubs, Megan’s and Premier League football clubs Chelsea and Tottenham Hotspur.

Harvey Armstrong and Sam Holmes, founders of Prime Time say:“We are absolutely thrilled with our listing in Waitrose. With more health-conscious drinkers seeking healthier options without the sacrifice on taste, we are delighted to introduce a refreshing rangewhich embodies a balanced lifestyle and doesn’t leave you with that fatigued feeling we all dread! We cannot wait to see this hit the shelves– and hopefully fly off them!”

Commenting on the launch, Jourdan Gabbini, cider and beer buyer at Waitrose says: “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.

Low calorie, low carb, gluten free, vegan and great tasting – this innovative beer offers exceptional taste while appealing to our more health-conscious customers without compromising on flavour.

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!”

The beer can be purchased in Waitrose stores and on https://primetimebeers.com.