UK brand owner SHS Group has unveiled fresh packaging and standardised the ABVs of recently acquired RTD mark Shandy Shack.
The WKD and Merrydown Cider owner, which acquired Shandy Shack in December 2024, said it has performed “a strategic review [of the brand] to ensure it is positioned for future growth”. This has resulted in all SKUs being standardised to 2.5% ABV and a new look for the canned range.
As part of the refresh, Shandy Shack’s four core flavour iterations have been renamed so “every SKU [is] now leading with its fruit flavour and clearly identifying itself as a shandy”, the group explained. Shandy Shack IPA has been changed to Lemon Shandy with IPA, Elderflower Lager became Elderflower Shandy with Lager, Raspberry Lager has been changed to Raspberry Shandy with Lager and Ginger Beer Shandy to Ginger Beer Shandy with Pale Ale.
“The refresh reflects how the beer and moderation markets have evolved since Shandy Shack launched,” said founder Tom Stevens. “With fruit beer now firmly established as a category in its own right and attracting increased attention from both specialist brands and major brewers, the rebrand is designed to make Shandy Shack’s proposition clearer on shelf while retaining the brand equity built with loyal drinkers.”
SHS Group has launched a limited-edition pack in collaboration with UK retail multiple Marks and Spencer (below) to “showcase the growing consumer appetite for flavour-led, sessionable beer”. The brand is also available in rival retailer Sainsbury’s and direct to consumer.
In April, Ireland’s C&C Group launched a limited-edition shandy extension of its flagship beer brand, Tennent’s, aimed at summer drinking. The group cited growing consumer demand for flavoured beer for the NPD.
