Prime Time ZERO is the brewery's entry into the functional AF beer category, positioned as a post-exercise or health-conscious option rather than just a simple alcohol-free swap. The core claim is that it's infused with magnesium and vitamin B12, intended to support muscle function and energy levels — making it one of the few non-alcoholic beers that's directly targeting the fitness and wellbeing market. As a beer, it's built on straightforward lager principles: clean, crisp, light grain character with gentle hop bitterness and no sharpness. The malt sweetness is described as subtle, the carbonation is the kind of lively fizz that keeps a lager from feeling flat, and the finish is clean. It's not trying to be a craft beer; it's trying to be an uncomplicated lager that also happens to have a functional ingredient story. Vegan and gluten-free, brewed in Britain. For those who just want a cold, light, simple AF lager without a complex hop bill or a pastry stout depth, this does the job. The magnesium and B12 additions are an addition, not a selling point in isolation — the lager still needs to be drinkable first.