Prime Time, the award-winning ‘better-for-you’ beer company, is set to debut in 144 Tesco Express locations throughout London and started on October 13. 

This launch marks the brand’s first major supermarket rollout of its larger 440ml cans, allowing shoppers to enjoy Prime Time’s acclaimed low-calorie lager straight from the fridge.

Following a hugely successful summer, the 440ml range proved its popularity by outselling several of the UK’s most well-known beers. 

During Brockwell Park’s six-day music festival alone, over 75,000 cans of Prime Time Lager were sold — making it the event’s best-selling drink and surpassing established names like Red Stripe, Madri, and Jubel.

The performance demonstrated strong consumer appetite for a ready-to-drink lager that’s low in calories, low in carbs, and gluten-free.

This Tesco expansion follows a series of retail milestones for the brand. Prime Time first hit shelves in Waitrose in October 2024, later growing its presence into Little Waitrose at Shell forecourts in May 2025. Together, these partnerships highlight the company’s rapid rise and its goal of making healthier beer options easily accessible to all consumers.