It was on a warm summers day that Harvey Armstrong and Sam Holmes decided the conflicting love triangle between beer, fitness and having a good time became too strong to ignore and knew a solution was needed!

With a vision to bring innovation (and better beer) to the market, they started developing the perfect love child.


After assessing the market they realised they weren't the only ones looking for something better. There was a clear demand for a lager that didn't induce fatigue, make you sluggish and come with all the unnecessary calories and carbs, and so they went to work!

Two years of trials, developments, tweaks and a lot of testing (*cough cough* drinking beers) later, Prime Time was born.


After years of blood, sweat, and beers they were proud to introduce the world’s first low-calorie, caffeine-infused lager to the market.

Whether you're looking for a pick-me-up or switching out the espresso martini, our award-winning brew is crisp, clean and the equivalent of half a shot of coffee.


Next in the pipeline was its refreshingly sexy siblings, the low calorie lager and sessions IPA!

It's extremely exciting to see these full-flavoured, full-strength, reduced calorie beers hit the market. Expertly brewed right here in the UK, they all use top quality ingredients and a touch of wizardry to ensure there's no compromise on taste!

All Prime Time beers boast 95 calories (30% less than standard premium beers), 4g of carbs (63% less than standard premium beers), 4.2% ABV and are both vegan friendly and gluten free.

At Prime Time, we believe life should be lived to the fullest and funnest (this is a word), and we aim to be here for not only a good time but, a long time!


Want to help pioneer a new wave of premium lager?

We're always on the look out for people with a genuine love for the brand and who want to help us build something special! Send us an email and let's grab a cold one 🍻