Introducing Prime Time Pear: The Limited-Edition Autumn Lager with a Better-for-You Edge

Antioxidant-rich, British-grown Nashi pears bring a seasonal twist to the better-for-you beer category.

Prime Time, the UK’s award-winning better-for-you beer brand, announces the launch of Prime Time Pear, its first-ever fruit beer. Infused with hand-picked Nashi pears grown on a British family fruit farm, the lager combines autumnal flavours, functional health benefits, and British provenance in one crisp, refreshing can.

Naturally rich in vitamin C and polyphenols, Nashi pear juice delivers powerful antioxidant benefits whilst providing Prime Time Pear with its crisp and slightly sweet flavour. At just 95 calories and 1.7g of sugar per 330ml (24% fewer calories and 83% less sugar than other 4% ABV fruit beers), Prime Time is designed for a new generation of mindful drinkers who don’t want to compromise on taste. Vegan and gluten-free, this fruit lager emulates both the rise of wellness-led drinking and the boom in the fruit beer market.

Sam Holmes, Co-Founder of Prime Time, commented:

“Each and every pear that goes into this beer has been grown and hand-picked from a multi-generational family fruit farm in Kent, which has been closely connected to my own family for many years. I’m especially proud of our newest beer, which deepens our British provenance with every pint.”

Fruit beer is now one of the fastest-growing categories in the UK, with Tesco reporting a 250% sales uplift in the past year. Global data predicts this growth to continue, fuelled by Gen Z and young millennial drinkers seeking lower-calorie, flavour-led alternatives. Whilst the market has grown rapidly, few options combine real fruit flavour with genuine better-for-you credentials. Prime Time Pear offers the best of both worlds, a low-calorie, low-sugar fruit lager that combines functional advantages with real fruit refreshment.

Product Information: 

• Product Name: Prime Time Pear

• Pack Format: 330ml can

• RRP: £2.15

• ABV: 4%

• Calories: 95

• Carbs: 4g

• Of which is sugar: 1.7g

• Taste Profile: “Naturally light and crisp with a hint of sweetness, enjoyed for its freshness and clean finish”

• Dietary Info: Vegan and gluten-free.

• Availability: Online and In-store at Waitrose, as well as online at www.primetimebeers.com and select on-trade accounts.

• Image Assets: High-res product and lifestyle imagery available here.

About Prime Time:

Founded in 2021 by Harvey Armstrong and Sam Holmes, Prime Time is the British beer brand on a mission to brew beer for the better you. Responding to the demand for drinks that fit modern, active lifestyles, Prime Time delivers award-winning, full-flavoured beers with fewer calories and added functional benefits. The range spans Lager, IPA, Zero, Pear Fruit Lager, and Lager+, the world’s first caffeine-infused lager.

Media Contact:

For media enquiries and to request samples, please contact: harriet@primetimebeers.com

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