Craft beer maker Prime Time, known for creating beers with plenty of flavour which are low in calories, has added an IPA to its portfolio.
The brewery was opened by Sam Holmes and Harvey Armstrong (pictured) in 2021. With only 95 calories, Session IPA joins the current Prime Time line-up of Classic and Caffeine.
Gluten free, vegan, and low calories, Session IPA (4.2% ABV) is light and zingy, hopped with Chinook, Centennial, Mosaic, and Simcoe.
The IPA also offers a preview of Prime Time’s new branding, with a deep forest green can, and label for the bottle edition, reflecting the quality of the ingredients. They feature the new ‘But Better’ tagline. The re-brand will roll out to the wider Prime Time portfolio in early 2024.
“We’ve always believed in the power of listening to our consumers and creating products that align with their values,” said Sam and Harvey. “With the success of Prime Time Classic and Prime Time Caffeine, it’s clear that we’re tapping into a gap in the market for functional, better-for-you beer. We’re excited to reach a new audience of beer drinkers with the launch of this low-calorie IPA.”
Prime Time aims to be 90% sustainable by 2025 and uses a ‘beer source’ heat pump to minimise carbon footprint. The company has also committed a percentage of profit to communities in underprivileged areas across the UK. It recently completed its second round of funding with a view to expanding the brand’s product line.
