Prime Time Beer has appointed digital entertainment agency Fan Club to develop the company’s branded content strategy, lead the creation and distribution of social-first content and build a community across its own channels.
Prime Time Beer was launched in 2022 by former Made in Chelsea cast members Harvey Armstrong and Sam Holmes (pictured), and champions a lifestyle that balances quality and wellness. It said the collaboration marks “a significant step in Prime Time’s ambition to connect with health-conscious consumers through authentic, entertaining storytelling”.
Joe Churchill, founder & CEO of Fan Club, said: “Prime Time Beer is a brand built on innovation and lifestyle values that resonate deeply with a contemporary audience. We’re excited to help the brand own its narrative, create standout entertainment, and grow a passionate community around its mission.”
Prime Time Beer MD Connor Wells added: “We’ve always believed in doing things differently, and partnering with Fan Club allows us to bring that philosophy to life through content that will entertain, inform, and inspire our customer base. This is about more than beer, it’s about culture.”
Prime Time is positioned as a “better-for-you beer”. It has 30% fewer calories, 63% fewer carbs and is produced without gluten. It can be bought in select Tesco Express stores and in Waitrose nationwide.
