Prime Time Celebrates Launch Into Waitrose with Pop-Up Pub
Award-winning beer brand Prime Time is celebrating their launch into Waitrose with The Prime Time pub, opening for a limited time at Waitrose King’s Cross.
Founders Harvey Armstrong (currently starring in Made in Chelsea) and Sam Holmes (previously on Made in Chelsea) felt there was a conflicting love triangle between beer that makes us bloated and heavy, fitness and healthy lifestyle, and having a good time. So they created a solution- they wanted ‘beer but better’. In 2021 they introduced the world’s first low-calorie, caffeine-infused lager to the market. This was after seeing the popularity of expresso martinis and noticing a consumer need for caffeine and alcohol. It was also during the time of the Covid pandemic where many people started to make changes to their lifestyle. In fact the name Prime Time reflects the origin story. With pre-launch during Coilvid and launching after lockdown, the name reminds us to be in our prime, feel our best and enjoy life to its fullest.
Next came the low calorie lager and sessions IPA that were full of flavour, strength and reduced calories. All Prime Time beers boast 95 calories (30% less than standard premium beers), 4g of carbs (63% less than standard premium beers) and 4.2% ABV. All products are both vegan friendly and gluten free.
I’m not usually a beer drinker but I really enjoyed Prime Time. I had the Lager + (caffeinated lager). I selected it as I was a bit tired and this perked me up. It’s a deep golden colour with citrus and caramel notes. It was very easy to drink and went down very quickly.
My friend had the IPA. It’s a light and zingy pale ale, brewed using four renowned hops: Chinook, Centennial, Mosaic and Simcoe. It’s a lovely golden colour and we found it crisp, dry and refreshing. We then both had a pint of the lager. This is a well balanced pale ale. It has a light bitterness with citrus and floral notes. This was our preference out of the three.
Prime Time prides itself being inclusive and have spoken about how it’s a product for everyone- from those wanting to drink beer but seeing the effects of long term beer drinking and want to make healthier choices to those who usually don’t drink beer as it makes them bloated. As someone who didn’t like beer for this reason, we liked how Prime Time’s products are low carbohydrate and low calorie so they didn’t leave us feeling bloated. We really enjoyed them and would easily have these again and again.
Prime Time is brewed in the UK using top quality local ingredients. It has a focus on sustainability and has moved to 100% plastic free packaging. This means printing directly onto the cans to remove any plastic wrapping. It’s also produced using the world’s first beer source heat pump. Interestingly this means heat is sourced from the fermenting beer and re-routed to heat water for the boiler to start the brewing process. The company has also committed a percentage of profit to communities in underprivileged areas across the UK.
Having launched Prime Time in more than 300 pubs across the UK, it will now be available to purchase at Waitrose nationwide. A Prime Time can (330ml) retails for £2.15 or two for £3.50. A pack of 4 is £5.50 on introductory offer (will be £6.75).
Head on down to Waitrose at Kings Cross this weekend to say hi to Prime Time and grab a pint.
Address: Waitrose, 1 Wharf Road, N1C 4BZ
Website: https://primetimebeers.com
Instagram: https://www.instagram.com/primetimebeers
#itsprimetime
#BeerButBetter
Website: https://www.waitrose.com
https://www.instagram.com/waitrose_kingscross
Written by Caitlin Neal
