We started Prime Time in 2021 with a simple belief: you shouldn't have to choose between bold flavour, better choices, and a good time.

So we set out to brew a beer for people who want it all - award-winning taste, low calories, gluten-free and packed with functional benefits to fuel your lifestyle.

We're not here to follow the rules of beer. We're rewriting them.

We're Harvey Armstrong and Sam Holmes, co-founders of Prime Time.

We're both love a great pint, which was why Prime Time had to deliver both performance and pleasure. We're brewing beer that fits seamlessly into your routine - whether that's post-workout, post-match, or post-Friday meeting.

• Award-winning flavour: recognised for our taste with multiple beer awards, proving that low-calorie can taste as good (if not better) than the big names.
• Functional benefits: from caffeine infused lager, to magnesium infused alcohol-free beer, we're brewing beer for the better you.
• Low calorie and low carb: brewed for balance, so you can hit the gym and the pub.
• Gluten-free and vegan: inclusive brewing for every kind of beer drinker.

Each Prime Time beer champions our better-for-you without compromise mission:

• Prime Time Lager+ our first beer, a functional twist on a classic. Our caffeine infused lager is brewed to fuel the fun.
• Prime Time Lager is a crisp, refreshing and full-flavour lager.
• Prime Time IPA has a hoppy and bold balanced palette.
• Prime Time ZERO (0.5% ABV)

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 sold. 

We're for the go-getters, the game- raisers and the balance-seekers. If you believe beer should add to your life (not hold it back), welcome to Prime Time.

Explore our beers, follow our journey and taste the future of functional beer.