Prime Time
Prime Time is a plastic free major functional beer brand, prioritising sustainability and taste.
- Company typePrivate
- Founded2019
- HeadquartersNewcastle Upon Tyne, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Prime Time does
Prime Time is a plastic free major functional beer brand, prioritising sustainability and taste.
Prime Time firmographics
Firmographics- Name
- Prime Time
- Legal name
- The Innovative Brewing Company Ltd.
- Website
- https://primetimebeers.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Prime Time is a plastic free major functional beer brand, prioritising sustainability and taste.
- Ownership category
- akta.pro rank
Prime Time industry classification
Industry- Product category
- Craft Beer
- NAICS
- Breweries (312120), Beverage Manufacturing (3121)
- SIC
- Malt Beverages (2082), Beverages (2080)
- akta.pro primary industry
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
- akta.pro secondary industries
- Functional & Wellness Beverage Shops (Shots, Adaptogens, Vitamin/Collagen Drinks) (THAFAKAJ), Functional & Nutritional Beverage Co-Packing (Energy, Sports, Fortified) (AFAFAIAF)
Keywords
Where Prime Time is headquartered
LocationHeadquarters
- HQ city
- Newcastle Upon Tyne
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Prime Time business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Beer Sales: Prime Time sells their beer products directly through their Shopify e-commerce platform (primetimebeers.com), offering both one-time purchases and subscription options with 10% discounts for recurring orders. Products include Lager, IPA, ZERO, and Pear Lager in various pack sizes.
- Retail and Wholesale Distribution: Prime Time generates revenue through wholesale distribution to retail chains including Waitrose and Tesco Express, as well as on-tap draught beer sales to pubs, bars, and restaurants nationwide.
- Merchandise Sales: The company sells branded merchandise including t-shirts, trucker hats, sports beanies, pint glasses, beer fridges, sticker sheets, and jerseys through their online store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Prime Time Lager - 330ml/440ml cans, 12 or 24 pack |
| Unit Pricing | Pay-as-you-go | Prime Time ZERO Alcohol-Free - 12-pack 330ml cans |
| Unit Pricing | Pay-as-you-go | Mixed Pack - Lager and IPA combination |
| Unit Pricing | Pay-as-you-go | Prime Time Session IPA - 330ml/440ml cans |
| Unit Pricing | Pay-as-you-go | Prime Time Pear Lager - 12-pack 330ml cans |
| Unit Pricing | Pay-as-you-go | Prime Time Beer Fridge |
| Unit Pricing | Pay-as-you-go | Prime Time Definition T-shirt |
| Unit Pricing | Pay-as-you-go | Prime Time Pint Glasses |
| Unit Pricing | Pay-as-you-go | Prime Time Sample Pack - for investors and sales prospects |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Prime Time product offering
Product offeringCore offering
Prime Time is a British craft beer brand that brews and sells low-calorie, low-carb, gluten-free and vegan beer variants — including Lager, Session IPA, ZERO alcohol-free, Pear Lager and Lager+ caffeine-infused — primarily through its direct-to-consumer Shopify store and through UK grocery and on-trade channels. The portfolio is positioned around better-for-you functional ingredients (caffeine, magnesium, vitamin B12, real nashi pears) and sustainability via its Seven Clean Seas plastic-removal partnership.
Product overview
Prime Time is a British beer company founded in 2021 by Harvey Armstrong and Sam Holmes, offering a portfolio of award-winning low-calorie, low-carb, and gluten-free beers. The core product lineup includes Prime Time Lager (4.2% ABV, 95 calories), Prime Time Session IPA (95 calories with Chinook, Centennial, Mosaic, and Simcoe hops), Prime Time ZERO (0.5% ABV alcohol-free with magnesium and vitamin B12), Prime Time Pear Lager (4% ABV fruit beer with British nashi pears), and Prime Time Lager+ (caffeine-infused functional beer). The company sells mixed packs for sampling and extends its brand through merchandise including apparel (t-shirts, jerseys, hats, beanies), accessories (sunglasses, sticker sheets), glassware (pint glasses), and branded appliances (beer fridge). Products are available direct-to-consumer online and through UK retailers including Waitrose and Tesco Express.
Differentiator
Problem solved
Functional benefit
Products and services
- Prime Time Lager
Quantifiable outcome
- 30% fewer calories compared to premium beers like Heineken, Peroni, Corona, and others
- +3 more outcomes
Companies that use Prime Time
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Prime Time technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature4 records
Prime Time partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Ben DuckettcoreEngland Cricketer Ben Duckett is a Prime Time athlete partner. Known for bold shot selection and electric footwork, Duckett represents the brand's values of dedication and drive to do things differently, embodying high performance and enjoyment.
- Henry SladecoreEngland Rugby Player Henry Slade (50+ caps for England, Exeter Chiefs) partners with Prime Time. His disciplined lifestyle and nutrition focus, particularly important as a diabetic athlete, aligns with Prime Time's low-carb positioning.
- Megan'scoreMegan's, restaurants across London and beyond, launched Prime Time draught beer featuring lager and IPA on tap. The partnership includes exclusive Prime Time Sessions at Megan's terrace location in Clapham Common, with weekly events featuring DJs and live music.
- Seven Clean SeascorePrime Time partners with Seven Clean Seas to remove plastic from the world's oceans. For every Prime Time can sold, 4.2g of plastic is removed from oceans. This environmental partnership supports Prime Time's sustainability pledge and better-for-you positioning.
- Lost LoversminorCollaboration with Lost Lovers apparel brand for limited-edition co-branded t-shirt celebrating the 'Beer, But Better' philosophy and balance between fitness and social enjoyment.
- Booby BucketsminorPartnership with Booby Buckets, an apparel brand with ethos to 'Live Loud', for limited edition Prime Time jerseys. The collaboration targets free-spirited individuals who balance active lifestyles with social enjoyment.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Prime Time competitors and assessment
Company assessmentDirect peers
- Big Drop Brewing Co. UK-based craft brewer specializing in alcohol-free and low-calorie beers with multiple SKUs (lager, IPA, stout). Direct competitor to Prime Time in the better-for-you alcohol-free segment, sharing retail channels (Tesco, Waitrose) and health-led positioning.
- Athletic Brewing Company: US-based non-alcoholic craft brewer built around an active-lifestyle audience. Closely comparable to Prime Time in functional positioning, athlete partnerships, and better-for-you product framing, though at much greater scale.
- Lucky Saint: UK alcohol-free lager brand with strong on-trade and retail distribution. Directly comparable to Prime Time ZERO in target customer (mindful drinkers), retail listings, and premium positioning.
- Nirvana Brewery: UK craft brewer focused on low-alcohol and alcohol-free beers. Comparable to Prime Time in functional, lower-calorie positioning and UK on-trade/retail presence, though smaller and more niche.
- Mash Gang: UK indie craft brewer known for bold, low-calorie and experimental beers targeting younger, health-conscious drinkers. Closely comparable to Prime Time's low-cal positioning and social-led marketing approach.
Emerging players
- Drop Bear Beer Co. Welsh-based alcohol-free craft brewer with growing UK retail presence. Comparable to Prime Time in the alcohol-free, better-for-you niche though with less functional ingredient focus.
Broad incumbents
- BrewDog: Largest UK craft brewer with broad portfolio including low-calorie, alcohol-free, and functional SKUs (e.g., Nanny State). Comparable to Prime Time in craft/indie positioning but operates at vastly greater scale with overlapping retail and on-trade presence.
- Beavertown Brewery: Major UK craft brewer (now part of Heineken) with strong on-trade and convenience retail presence. Comparable to Prime Time on craft credentials and London on-trade distribution, though broader and less functional.
- Tiny Rebel Brewing Co. Welsh UK craft brewery with diverse low-calorie and flavored beer lineup. Comparable to Prime Time in craft credentials, retail presence, and adventurous flavor portfolio.
Others
- Seven Clean Seas: Singapore-based ocean plastic removal organization that is Prime Time's sustainability partner. Included as an ecosystem/strategic partner rather than a competitor, but materially relevant to Prime Time's brand differentiation.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Prime Time social profiles
Digital presencePrime Time financial estimates
Financial estimateRevenue estimate
Valuation estimate
Prime Time leadership team
Management profileNumber of profiles
Profiles2 records
Prime Time funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Prime Time M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Prime Time
What does Prime Time do?
Prime Time is a British craft beer brand that brews and sells low-calorie, low-carb, gluten-free and vegan beer variants — including Lager, Session IPA, ZERO alcohol-free, Pear Lager and Lager+ caffeine-infused — primarily through its direct-to-consumer Shopify store and through UK grocery and on-trade channels. The portfolio is positioned around better-for-you functional ingredients (caffeine, magnesium, vitamin B12, real nashi pears) and sustainability via its Seven Clean Seas plastic-removal partnership.
Is Prime Time a public or private company?
Prime Time is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Prime Time founded?
Prime Time was founded in 2019. It employs 11 to 50 people.
Where is Prime Time based?
Prime Time is headquartered in Newcastle Upon Tyne, United Kingdom, in the Europe region.
How does Prime Time make money?
Three revenue lines are on record. Direct-to-Consumer Beer Sales are the primary driver. The others are retail and Wholesale Distribution and merchandise Sales.
Who are Prime Time's main competitors?
Direct peers on record are Big Drop Brewing Co., Athletic Brewing Company, Lucky Saint, Nirvana Brewery and Mash Gang. Drop Bear Beer Co. is listed as an emerging player. Broad incumbents are BrewDog, Beavertown Brewery and Tiny Rebel Brewing Co.. Seven Clean Seas is listed as an others.
Does Prime Time have an API?
No public API is recorded for Prime Time.
What industry is Prime Time in?
Prime Time's product category is Craft Beer. Its primary akta.pro industry code is CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.), with a secondary code of THAFAKAJ, Functional & Wellness Beverage Shops (Shots, Adaptogens, Vitamin/Collagen Drinks). Its NAICS code is 312120 and its SIC code is 2082.