Prime Time

Prime Time delivers both performance and pleasure. Brewing beer that fits seamlessly into your routine.

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What they do

Prime Time is a better-for-you beer brand offering award-winning, low-calorie, low-carb, gluten-free, and vegan brews—crafted without sacrificing flavour or enjoyment. Their range includes a classic lager, a hoppy session IPA, a Lager+ (caffeine-infused), and a 0.5% ABV ZERO option. Designed for thrill-seekers who want to enjoy responsibly without compromising lifestyle, their motto is simple: "Beer. But Better."

They champion sustainability too: for every beer sold, they remove at least 4.2 grams of plastic from oceans in partnership with Seven Clean Seas.

Why We Invested

  • Performance meets pleasure: Prime Time flips conventional beer norms by offering functional benefits—like caffeine-infused options—while delivering bold, award-winning taste.
  • Founder-led, authentic launch: Co-founded in 2021 by Harvey Armstrong (Made in Chelsea) and Sam Holmes—driven by a desire to solve what they call the “Conflicting Love Triangle” between fitness, fun, and great beer. Their story resonates with modern, health-conscious consumers.
  • Rapid traction & scale: With a successful crowdfunding round—raising £1M at a £13.8M valuation—and availability in 290 Waitrose stores plus being served at Chelsea FC’s Stamford Bridge, Prime Time is taking off fast.
  • Sustainability as strategy: The plastic removal initiative reinforces their brand values and creates authentic alignment with mindful consumers.

    • Thirsty for beer that’s honest, active, and award-winning?

    Explore Prime Time’s line-up—from refreshing classic lager to functional caffeine-infused Lager+. Enjoy responsibly, taste intentionally.

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