Prime Time is a UK-based craft beer company founded in late 2021 by best friends Harvey Armstrong and Sam Holmes. The duo sought to create a healthier beer alternative without compromising on taste, resulting in a product that boasts 30% fewer calories and 63% fewer carbohydrates than standard beers. Their offerings are also gluten-free and vegan-friendly. Notably, Prime Time introduced 'Lager+', a world-first caffeine-infused lager. The brand has experienced significant growth, expanding its presence in various UK venues and securing listings in major retailers like Waitrose. In October 2024, Prime Time successfully raised £1 million through crowdfunding, achieving a valuation of £13.8 million, and continues to prioritize sustainability and innovation in the brewing industry.