Prime Time Launches ‘Prime Time ZERO’: The UK’s first Functional Alcohol-Free Beer infused with Magnesium & B12
- Guild Secretary
- Aug 6
- 2 min read
Prime Time announces the launch of Prime Time ZERO, the UK’s first functional alcohol-free beer, infused with magnesium and vitamin B12. Aligned with Prime Time’s mission to pioneer the better-foryou and functional beer industry, and to redefine the way consumers enjoy beer.
Brewed in the UK, Prime Time ZERO is designed for modern, health-conscious drinkers who refuse to compromise on flavour, delivering a bold, crisp taste and clean finish that rivals full-strength lagers but with a functional edge. Each can is infused with 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,” says Harvey Armstrong, CoFounder of Prime Time. “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.”
Prime Time ZERO is also vegan and gluten-free, joining the brand’s range of award-winning low-calorie, low-carb beers, including the world’s first caffeine-infused lager. Founded by Harvey Armstrong and Sam Holmes, Prime Time was born out of a mission to deliver premium beer that aligns with a healthconscious lifestyle.
The launch comes as health trends reshape the UK drinks market. According to IWSR data, the no- and low-alcohol category more than doubled in 2024, with non-alcoholic beer alone growing 20% in 2023, signalling a major shift in consumer behaviour.
Product Information:
Product Name: Prime Time ZERO
Pack Format: 12x330ml Cans
RRP: £23
ABV: <0.5%
Taste Profile: “Smooth and well-balanced, it offers subtle malt sweetness, a gentle hop bitterness, and a clean finish.”
Functional Ingredients: Magnesium & Vitamin B12
Dietary Info: Vegan and gluten-free.
Availability: Exclusively online at www.primetimebeers.com
Image Assets: High-res product and lifestyle imagery available here.
About Prime Time:
Prime Time, founded in 2021 by Harvey Armstrong and Sam Holmes, was born from a shared vision to craft great-tasting beers that enhance rather than compromise a health-conscious lifestyle. Offering a portfolio of award-winning, low-calorie, low-carb, and gluten-free beers, including the world’s first caffeine-infused lager, Prime Time is pioneering a new era of social drinking tailored for today’s wellness focused consumers.
Media Contact:
For media enquiries and to request samples, please contact:
Harriet Willis
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