Prime Time has added an alcohol-free beer infused with magnesium and vitamin B12.
Called Prime Time Zero, the functional brew – which is also vegan-friendly and gluten-free – has launched via DTC (rsp: £23/12x330ml).
Prime Time Zero offered “subtle subtle malt sweetness, a gentle hop bitterness” and was “designed for modern, health-conscious drinkers who refuse to compromise on flavour”, according to the supplier.
It contained vitamin B12 “to support energy and focus”, and magnesium “for muscle function and recovery”.
“We created Prime Time Zero to redefine what alcohol-free beer can be,” said Prime Time co-founder Harvey Armstrong. “We wanted to elevate the current market offering by focusing on innovation and adding real functional ingredients, so you can enjoy social moments with a beer that works as hard as you do.”
Zero joins Prime Time’s lineup of full-strength, low-calorie, low-carb beers including its Lager, caffeine-infused Lager+ and Session IPA.
Founded in 2021 by Armstrong and Sam Holmes, Prime Time sealed a retail debut with Waitrose in October 2024, and is also listed in Little Waitrose at Shell.
Also in October, the brand raised more than £1m on Crowdcube to support its mission to become the number one functional beer brand globally.
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