Prime Time

Prime Time is a UK-based lager brand founded in 2019 by Harvey Armstrong and Sam Holmes, registered as Prime Time Lager Ltd, with its 0.0% alcohol-free lager launched in 2023. Armstrong, one of the co-founders, is known as a cast member of the British reality series Made in Chelsea, which gave the brand early public visibility when it launched.

The brand's core identity sits at the intersection of beer and functional nutrition. Prime Time built its initial reputation on light, low-carb lagers before extending into the alcohol-free category. The Zero Lager carries that fitness-oriented philosophy forward: the 0.0% variant is infused with electrolytes, positioning it as a recovery-friendly option for fitness-focused drinkers who want something more purposeful than a standard AF lager. The wider range also includes a caffeine-infused lager, which the brand claims is the first of its kind in the low-calorie segment.

Distribution is multi-channel, spanning direct-to-consumer via the brand's own website and availability through specialist alcohol-free retailers. The range is compact, centred on a small core of functional lagers rather than breadth of styles. Prime Time sits in the mid-range bracket and appeals most directly to fitness-focused and sober-curious drinkers who treat their drink choices as part of a broader approach to health and activity.

The Collection

Zero Lager