In a strategic move, Shandy Shack will officially join SHS Drinks, a subsidiary of the SHS Group. This expansion adds Shandy Shack to a distinguished portfolio that includes well-known brands like Shloer, bottlegreen, Rocks, WKD, and Merrydown.
Founded in 2018, Shandy Shack specializes in merging mid-strength ABV beer with refreshing sodas such as elderflower, ginger, and raspberry. Notably, the Raspberry Lager was developed as a collaborative effort between SHS Drinks and Shandy Shack, utilizing bottlegreen’s Raspberry Cordial, which debuted in June 2024.
This partnership aims to accelerate Shandy Shack’s growth within the lower alcohol sector, addressing the growing demand from adults keen to lower their alcohol consumption. Industry insights suggest an increasing number of consumers are seeking more mindful drinking options.
Andy Morris-Jinks, managing director of SHS Drinks, expressed his enthusiasm regarding the acquisition: “We are excited to welcome Shandy Shack into our brand family. The mid-strength ABV market is seeing rapid growth as consumers seek options for low-tempo, relaxed socializing. 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.”
Research from Aviva indicates that nearly half (48%) of UK adults who consume alcohol aim to reduce or completely stop their drinking in the coming year. This trend reflects a significant shift in consumer behaviors driven by both financial considerations and health motivations.
Moreover, more than a third (34%) stated that their intent to cut back is primarily a cost-saving measure, while health concerns also play a crucial role. Intriguingly, the younger demographic emerges as the most inclined to decrease their alcohol intake, with 61% of 18–24-year-olds planning to do so, a figure that rises to 68% for those aged 25-34.
Notably, Shandy Shack will operate as part of SHS Drinks’ New Ventures division. Co-founders Ed Stapleton and Tom Stevens will continue to spearhead the brand’s development and expansion, ensuring its alignment with contemporary market demands.
“It is a fantastic feeling to join forces with SHS Drinks to accelerate the development of Shandy Shack,” commented Stapleton. “This partnership will provide unparalleled opportunities to leverage their expertise, resources, and support to expand our brand’s reach.”
