Mon, 09 Dec 2024 | BUSINESS SALE
Drinks brand Shandy Shack, whose tipples include Raspberry Lager, has been bought by Belfast-based SHS Drinks.
Oxfordshire-based Shandy Shack, founded in 2018, aims to target the 40 per cent of adults who are looking to moderate their alcohol intake, as well as meeting demand for both fruit based and craft beers. Its range includes IPA Shandy, Rhubarb Lager and Ginger Beer Shandy. They are all under 3 per cent in terms of alcoholic strength.
SHS Drinks is an alcoholic and soft drink manufacturer which already manages brands including WKD, Shloer, Bottlegreen, Rocks and Merrydown.
Prior to the acquisition, SHS Drinks and Shandy Shack collaborated to create Raspberry Lager using bottlegreen’s Raspberry Cordial. It was launched in June 2024 and featured integrated bottlegreen branding on Shandy Shack’s packaging, along with joint promotional efforts across social media.
Andy Morris-Jinks, Managing Director of SHS Drinks, said: “The mid-strength ABV market is seeing rapid growth as consumers seek options for low-tempo, relaxed socialising. Shandy Shack’s innovative and award-winning product range aligns perfectly with our vision for broadening our consumer base and tapping into emerging market trends.”
Indeed, according to the British Beer and Pub Association, the low and no alcohol category is the fastest growing beer category amongst drinkers.
As part of the New Ventures division within SHS Drinks, Shandy Shack’s co-founders, Ed Stapleton and Tom Stevens, will continue to lead the brand’s development and expansion.
Stapleton said: “It is a fantastic feeling to join forces with SHS Drinks to accelerate the development of Shandy Shack. SHS Drinks are a brilliant organisation that share our values and vision for the brand.They recognised the importance of introducing a compelling mid-strength offering to enhance their diverse and dynamic portfolio. This partnership will provide unparalleled opportunities to leverage their expertise, resources and support to expand our brand’s reach.”
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