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Prime Time Beer becomes Spirits Business Awards sponsor
Low calorie British beer brand, Prime Time, has been confirmed as one of the official beer sponsors for The Spirits Business Awards 2024.
Prime Time, which recently launched into Waitrose stores nationwide, was founded by TV personalities, Harvey Armstrong and Sam Holmes, who wanted to create a beer that was not just great tasting, but also helped consumers maintain a healthy and balanced lifestyle.
Prime Time is looking to become the leading better-for-you beer, containing just 95 calories, 4g of carbs (63% less than standard premium beers) with 4.2% ABV. The British, London-founded, brand is currently served in 350 venues and can be found at a range of luxury events such as Henley Regatta, Polo in the Park and Taste London as well as being poured at top London restaurants such as Sticks’n’Sushi and now at The Spirits Business Awards.
Armstrong and Holmes have said that they starting the brand because they were looking for a lower-calorie drink that didn’t result in a lethargic or bloated feeling and spotted a gap in the market for a beer that caters to a health and fitness-conscious consumer. The duo then spent 2.5yrs developing a new low cal/low carb product that would tempt new consumers into becoming beer lovers – bringing Prime Time to life at the end of 2021. Interestingly, the company has noted that the brand has double the amount of female buyers compared to other lagers.
Amongst the range, Prime Time also offers the world’s first caffeine infused lager, inspired by the huge demand for caffeinated alcoholic drinks.
The Spirits Business Awards ceremony will take place next week on Thursday 14 November, when TV presenter Claudia Winkleman, best-known for Strictly Come Dancing, will announce the winners. It will be the first black-tie event for the awards.
More than 215 entries were submitted into The Spirits Business Awards this year, marking a new record.
Additional sponsors of the awards include: 9 Meadows, Neit Whiskey, and Tipple.
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