Prime Time Beer sponsors Spirits Business Awards
London-based brand Prime Time is returning as the official beer sponsor of The Spirits Business Awards 2025 for the second consecutive year.
Prime Time will serve up its award-winning beers at the seventh The Spirits Business Awards, which will take place at The Underglobe Theatre in London on 13 November. English comedian Rob Beckett will host the event. Last year, the brand took centre stage at the awards’ first black tie event, hosted by TV presenter Claudia Winkleman and attended by more than 300 industry professionals.
Harvey Armstrong, co-founder of Prime Time, commented on the sponsorship: “We’re thrilled to be sponsoring for the second year running, especially alongside such a strong line-up of category-leading drinks brands. It’s a fantastic opportunity to celebrate the best in our industry, and we’re proud to be a part of it.”
Launched in 2021 by Made in Chelsea co-stars and best friends Armstrong and Sam Holmes, Prime Time was created to redefine beer for those who want it all – suitable for their active lifestyles without compromising on flavour. The UK-brewed brand operates under the slogan ‘Beer, but better’, reflecting its commitment to reimagining the category with innovation, and aims to rewrite the rules of the beer.
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The brand offers a selection of four gluten-free beers: crisp and refreshing Lager, hoppy and bold Session IPA, ‘the world’s first’ caffeine-infused lager, Lager+, and a new 0.5% ABV alcohol-free lager, Zero.
Created to resonate with health-conscious drinkers, Prime Time beers are offered at 4.2% ABV and contain 95 calories, which is 30% less than standard beer. Furthermore, Prime Time has four grams of carbohydrates (63% less than standard premium beers). Prime Time Zero, on the other hand, takes non-alcoholic beer to new heights with an infused recipe that includes magnesium (15% of the recommended daily intake) and vitamin B12 (100% RDI).
As the official beer sponsor of The Spirits Business Awards 2025, Prime Time takes the evening to celebratory heights along with brands such as Casa Malka Tequila, Desi Daru Vodka, Thomas Henry mixers, and El Tequileno Tequila. Since 2019, the awards have recognised global industry talent and dedication in five categories: retail and marketing, sustainability and innovation, tourism, products, and people.
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