The move comes as Shandy Shack looks to strengthen its position in the fast-growing fruit beer category and accelerate its next phase of growth.
Founded in 2018 by three friends, Shandy Shack has built a loyal following for its lower-ABV shandies that combine craft beer with natural fruit.
Since its acquisition by SHS Drinks in 2024, the beverage brand has undergone a strategic review to ensure it’s positioned for future growth. This includes a refreshed identify, alongside increased retail momentum in Sainsbury’s, across DTC channels and a co-branded collaboration with M&S. The M&S partnership has proved particularly successful, with one can of the co-branded shandy sold every minute since launch.
The updated identity introduces a more consistent pack design, with every SKU now leading with its fruit flavour and clearly identifying itself as a shandy. The full range has also been aligned to 2.5% ABV.
A hot category
With fruit beer now firmly established as a category, the aim is to make Shandy Shack’s proposition clearer on shelf while retaining the brand equity built with loyal drinkers.
“The shandy category has evolved significantly since Shandy Shack launched in 2018. This refresh - with ‘shandy’ emblazoned clearly and proudly on the can - ensures we are clearer about what we stand for and the occasions we are made for, while staying true to the quality, flavour and craft DNA that has built our loyal following,” added Tom Stevens, founder, Shandy Shack.
Offering an external perspective, Kirk Brazier, growth director of channel performance at IPSOS said the refresh is a “timely move” given continuous momentum in the fruit beer and lighter beer category.
“We see at Ipsos, that clear on-shelf communication, standout packaging and a simplified range architecture are increasingly important as brands compete for attention alongside fast-growing players such as Jubel (one of my new favourites!). With consumers seeking lighter, more refreshing drinks, particularly during the recent spell of exceptionally hot weather and with the world cup on our TVs. Purchase decisions are often made quickly in-store, making visibility and clear flavour cues critical on the shelf.”
Shandy with a twist
At the same time, drinks giant PepsiCo has revealed its own take on shandy with the 7UP Pink Shandy 0.0%. This combines 7UP Zero Sugar Pink Lemonade and 0.0% lager with sugar-free strawberry syrup.
Natalia Filipposyants, senior vice-president and general manager at PepsiCo International Beverages, said: “We’re giving the classic shandy a serious glow-up. The 7UP Pink Shandy takes everything people love about the original and adds a brighter, crisp twist with 7UP Pink Lemonade Zero Sugar. It’s easy to make, incredibly refreshing and designed to help make summer moments even more memorable. This is the first step of a bigger ambition, we want to get the 7UP Pink Shandy on bar menus across the world!”
To mark the launch, The Perky Nel pub in Clapham will transform into The Pink Nel from 31 July-24 August, with a full pink makeover, themed games and complimentary 7UP Pink Shandies available via the DUSK app. The activation will also tour Liverpool, Manchester, Bristol and Brighton throughout August.
The new drink will also be supported by a wider summer campaign featuring comedian and TV presenter Mo Gilligan. Filmed in a sunny beer garden setting, Gilligan introduces the 7UP Pink Shandy to groups of friends, with the aim of celebrating the role drinks play in bringing people together.
Brazier added: “As more brands enter the category, retailers will be watching closely to see which products can convert seasonal demand into repeat purchases and longer-term loyalty, with effective execution at the shelf becoming just as important as marketing activity.”
