Shandy Shack has announced a complete rebranding following its acquisition by SHS Drinks, aimed at strengthening its foothold in the rapidly expanding fruit beer sector and accelerating its growth trajectory.
In collaboration with the award-winning agency Continuous, the new branding showcases a refreshed visual identity while preserving the brand’s essential color scheme, logo, and artisanal roots that loyal customers recognize. The revamped packaging features a cohesive design architecture with hand-painted textures that prominently highlight the fruit flavors, ensuring “shandy” is clearly visible on each can.
To improve visibility in retail spaces, Shandy Shack has renamed its product lineup and standardized each beverage to a 2.5% ABV. While the product names have changed, the original recipes remain intact:
– Elderflower Shandy with Lager (previously Elderflower Lager): A refreshing pilsner enhanced by the floral notes of Bottle Green elderflower cordial. Available in 440ml cans at Sainsbury’s, with an RRP starting at £2.50.
– Lemon Shandy with IPA (formerly IPA): A refreshing citrus blend of a session IPA hopped with Citra and Mosaic, combined with natural lemonade. Available through direct-to-consumer channels, with a 12-pack retailing at £25.99.
– Raspberry Shandy with Lager (previously Raspberry Lager): A smooth lager infused with ripe raspberries, developed in partnership with Bottle Green. Also available in 440ml cans at Sainsbury’s, starting at £2.50.
– Ginger Beer Shandy with Pale Ale (formerly Ginger Beer Shandy): A malty pale ale featuring a spicy ginger beer kick. Available through DTC channels at £25.99 for a 12-pack.
The rebranding reflects notable changes in both the beer and moderation markets since Shandy Shack’s inception in 2018. Fruit beer has emerged as a distinct category, drawing interest from both niche makers and large breweries. This brand refresh directly addresses the escalating consumer desire for flavorful, lower-ABV options.
This momentum is further emphasized by a successful partnership with M&S, where sales have surged to one can per minute since the launch, in addition to widespread availability via Sainsbury’s and DTC channels.
“This refresh — with ‘shandy’ boldly displayed on the can — clarifies our identity and the occasions we cater to, while remaining committed to the quality, flavor, and craft heritage that has garnered our dedicated audience,” states Tom Stevens, founder of Shandy Shack. “With the support of SHS Drinks, our collaboration with M&S, and our sustained presence in Sainsbury’s — we anticipate a summer full of shandy.”
