Prime Time started when best mates Harvey Armstrong and Sam Holmes found themselves in a conflicting love triangle. On one side, their passion for great tasting beer and good times. On the other, their commitment to staying fit and leading a balanced lifestyle. Something had to give. 

But instead of choosing, they decided to change the game. With one mission in mind - brewing beer for the better you. Prime Time was born.

The mission was to brew beer with award-winning taste, that’s easier on the waist. We’re all about cutting the unnecessary. That’s why Prime Time beers have:

• 30% fewer calories
• 63% fewer carbs
• Are gluten-free and vegan 

We weren’t going to walk the path that others had already taken. Innovation was in our DNA which is why we launched with a world first - lager+. 

Think the same crisp, refreshing goodness of a lager but with an extra buzz. Our lager+ is infused with natural caffeine extract, with each can containing 50mg, equivalent to half a cup of coffee. Forget that lethargic feeling we know all too well, this is the beer that keeps you going. 

Having launched with our lager and lager+ we’ve since introduced IPA to our range, all boasting the same low calorie, low carb credentials and are a tasty 4.2% ABV. 

Brewed right here in the UK, we use the highest quality ingredients to make sure there’s zero compromise on taste (and our awards would agree with us on that)! 

The impact we leave on the planet has always been at the forefront of our minds as we’ve grown Prime Time, which is why we’re so proud of our sustainability pledge. We’re partnered with Seven Clean Seas to help remove plastic from the world’s oceans, 4.2g of plastic are removed for every Prime Time beer sold. 

We believe beer should fit your lifestyle, not fight it. So whether you’re your with mates, smashing a workout, or just keeping things balanced, we’re here for your best moments. 

It’s beer, but better.