Data from Shandy Shack, which has analysed its sales figures since launching in 2018, reveals where the nation’s shandy fans are – with cities across the UK embracing a fresh take on the classic serve. The results are showing that shandy isn’t just a Southern secret – with Manchester, Birmingham and Liverpool loving the modern twist on this iconic combination.
This shandy revival also reflects a wider cultural shift towards “newstalgia” – where consumers are rediscovering much-loved classics from the past, but with a modern twist. From retro flavours and heritage brands to reimagined pub favourites, people are increasingly drawn to products that offer a sense of familiarity and nostalgia while still fitting the way they live and drink today.
The UK’s top 10 shandy-loving cities according to Shandy Shack sales data are:
- London
- Bristol
- Reading
- Manchester
- Oxford
- Southampton
- Birmingham
- Cheltenham
- Liverpool
- Salisbury
Edinburgh narrowly missed out on the top 10, ranking 11th in the UK’s shandy hotspots – showing that demand for a modern take on this British classic is growing across the UK.
The resurgence comes as the way Brits drink continues to evolve. According to recent data from the British Beer & Pub Association (BBPA), low and zero alcohol beer is the alcohol industry’s biggest growth category across the UK, with volume growth of 870% since 2013. Last year, approximately 200 million no and low alcohol beers were consumed, making it the category’s most successful year on record. Shandy Shack has had its 3 biggest ever sales days in the last three months, and Google Trends notes that searches for ‘shandy’ in the last 3 months are up 150% versus the previous 3 months, and ‘how to make shandy’ is up a whopping 5000% over the same period.
As consumers increasingly look for drinks that offer flavour, quality and the ability to enjoy longer occasions, Shandy Shack believes shandy is perfectly placed for this new era of drinking.
This August Bank Holiday, the craft shandy brand is inviting Brits to put old perceptions aside and rediscover shandy – a drink that has been overlooked for years but is ready for a new generation.
Founded by Tom Stevens, Shandy Shack was created to challenge outdated assumptions about shandy and prove that it is anything but a compromise.
Tom Stevens, founder of Shandy Shack, says: “Shandy was never the problem. It’s always been a cracking drink – it just got stuck in the past while everything around it moved on. Beer got cooler, craft exploded, cocktails had their moment, and shandy was left behind with this reputation of being something your dad or grandma drank.
“The funny thing is, people often make their minds up about shandy before they’ve even tried it. They assume it’s a watered-down beer or a compromise. Then they taste ours and the reaction is almost always the same: ‘Hang on, that’s actually really good.’
“At the same time, the way people drink is changing. More and more people want flavour and quality, but they don’t necessarily want something that’s going to knock them sideways after a couple. Whether you’re watching the football, spending all day at a festival, firing up the BBQ or sat in a pub garden with your mates, people want a drink they can enjoy throughout the whole occasion – and that’s exactly where shandy comes into its own.”
With sales momentum building and consumers continuing to embrace drinks that balance flavour with sessionability, Shandy Shack is inviting Brits this August Bank Holiday to challenge their assumptions, try shandy again and discover why this much-loved British classic is ready for a revival.
