Prime Time

Prime Time is a British functional beer brand, founded in 2021 by Harvey Armstrong and Sam Holmes, producing the UK's first functional alcohol-free beer. The brand was built on the principle that drinkers should not have to choose between bold flavour, better choices, and a good time.

Prime Time's range spans both alcoholic and alcohol-free lagers. On the alcoholic side, the brand brews a caffeine-infused lager, marketing it as the world's first caffeine-infused lager. The alcohol-free offering is infused with magnesium and vitamin B12, a combination formulated to support fitness, muscle function, and focus, and to help fight fatigue. The beer was brewed specifically with athletes in mind and appeals to health-conscious drinkers and those avoiding gluten. Prime Time over-indexes in the female market.

The brand is partnered with Seven Clean Seas and removes 4.2g of plastic from the world's oceans for every product sold.

The Collection

Zero Lager