Prime Time

Prime Time was conceived on a train, where founders Harvey Armstrong and Sam Holmes struck up the kind of conversation that leads to beer companies. The pair went on to appear on Made in Chelsea, but the brand has broader ambitions than reality TV adjacency. Launched in 2021, Prime Time positions itself at the crossroads of health consciousness and genuine beer enjoyment.

The core range is gluten-free and low calorie: a straightforward Lager, a Session IPA, and a Lager+ that was among the first beers anywhere to add caffeine to the formula. The alcohol-free addition, Prime Time Zero, sits at 0.5% ABV and takes the functional angle further with added magnesium and vitamin B12. All beers are UK-brewed.

Prime Time Zero is the brand's most obviously relevant product for alcohol-free drinkers. As a lager it does what it says: clean, light, and easy going. The functional additions are a genuine differentiator rather than a gimmick, which puts it in interesting company alongside brands like Impossibrew that are pushing the category in a similar direction.

Distribution is primarily online through their own shop, though the brand has been working to build retail presence. Squarely a mid-range brand in terms of pricing, and one with clear ambitions to grow beyond its Made in Chelsea origins.

The Collection

Zero Lager