Prime Time Athletes: Why We're Back Britain's Best

At Prime Time, we believe in bringing the world a beer for the better you. That's why we've brewed a low calorie, low carb beer that delivers on flavour without compromising your lifestyle. It's beer, but better. 

We're British brewed and designed for people who live life to the full - the runners, the gym goers, the paddle boarders, the club cricketers. The ones who push themselves, and enjoy the reward of a pint at the end of it all. 

We're partnered with those who live and breathe peak performance. Meet our Prime Time Athletes. 

Why Athletes?

We're not here for the empty endorsements. We're here to stand for balance, for better choices, and for people who work hard to unwind harder. 

We partnered with elite British athletes who represent what we stand for: dedication, and the drive to do things differently. Not just on the pitch, but in life. Our athletes don't just drink Prime Time. They embody it. 

Meet Ben Duckett: England Cricketer, Certified Legend. 

Some people complain that crickets a slow game. Well you don't have to watch Duckett for long to catch him smashing sixes across the globe when he comes in to bat. Known for his bold shot selection, electric footwork, and total refusal to drink anything sub-par. Duckett is proof that high performance and having a good time don't have to be mutually exclusive. Duckett's a born competitor with a proper British sense of humour. He'll smash a training session in the morning, and crack a Prime Time with you by evening. 

Meet Henry Slade: England Rugby Player, Discipline Machine. 

Slade is one of English rugby's most consistent performers. With over 50 caps for England and a loyal following at Exeter Chiefs, Henry is the kind of player who lets his actions do the talking - on the pitch and off it. 

He's meticulous in his routine, serious about nutrition and the exact kind of athlete we had in mind when we created Prime Time. Henry shows that low carb beer can fit your disciplined lifestyle (especially for him as a diabetic) without cutting corners on great taste. 

Beer. But Better. 

We're supercharging the new age of beer. 

Prime Time is the new standard: low cal, low carb, gluten free and 100% British brewed. Without compromising on taste. And with the support of athletes like Ben Duckett and Henry Slade, we're proving that high standards and good times can (and should) go hand in hand.