Shandy Shack has unveiled a comprehensive brand refresh following its acquisition by SHS Drinks, as the brand looks to strengthen its position in the fast-growing fruit beer category and accelerate its next phase of growth. The new-look cans will be available on DTC channels and through Sainsbury’s stores nationwide.
Founded in 2018 by three friends, Shandy Shack has built a loyal following for its flavour-led, lower-ABV shandies, combining craft beer with natural fruit to create a lighter, more refreshing alternative for modern drinking occasions. Since joining the SHS Drinks portfolio in 2024, the brand has undergone a strategic review to ensure it is positioned for future growth, with the refreshed identity launching alongside increased retail momentum in Sainsbury’s, across DTC channels and a successful co-branded collaboration with M&S.
The partnership with M&S has helped showcase the growing consumer appetite for flavour-led, sessionable beer, with Shandy Shack’s shandies supporting the retailer’s focus on innovative products that meet evolving consumer needs around moderation, taste and occasion. The partnership with M&S has proved a significant success, with one can of the co-branded Shandy Shack x M&S shandy sold every minute since launch.
The refresh reflects how the beer and moderation markets have evolved since Shandy Shack launched. 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.
The updated identity introduces a more consistent pack architecture, 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.
As part of the refresh:
- IPA becomes Lemon Shandy with IPA
- Elderflower Lager becomes Elderflower Shandy with Lager
- Raspberry Lager becomes Raspberry Shandy with Lager
- Ginger Beer Shandy becomes Ginger Beer Shandy with Pale Ale
The much-loved recipes remain unchanged ensuring existing fans continue to enjoy the same taste they know and love.
Alongside the updated naming hierarchy, the packs feature a new hand-painted texture that nods to the brand’s craft heritage while modernising its appearance for today’s market. The Shandy Shack logo and core colour palette have been retained to preserve existing brand recognition.
Developed in partnership with award-winning branding agency Continuous, the new identity was created to help Shandy Shack compete in the emerging fruit beer category while retaining the craft cues and personality that have defined the brand since launch.
The refreshed range is rolling out now through a phased launch across grocery, direct-to-consumer and foodservice channels, supported by influencer activity, social media campaigns, point-of-sale materials and consumer events including Lakefest and Bourton-on-the-Water River Football.
Tom Stevens, Founder, Shandy Shack, says:”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. With the backing of SHS Drinks, our collaboration with M&S and continued listing with Sainsbury’s – it’s time for the summer of shandy.”
Leading the lineup is the Elderflower Shandy with Lager, a crisp pilsner lifted with fragrant elderflower cordial. Made in collaboration with Bottle Green®. Floral, bright and reminiscent and made for long days in the sunshine. 2.5% ABV | Sainsbury’s sell a larger can at 440ml | RRP from £2.50
The Lemon Shandy with IPA blends a Citra and Mosaic-hopped session IPA with natural lemonade for a citrus-led, seaside-inspired take on the classic. Zesty, refreshing and easy-drinking. Made for afternoons by the sea. 2.5% ABV | shandyshack.co.uk | RRP £25.99 for 12
The Raspberry Shandy with Lager combines smooth pilsner with a burst of ripe raspberry for a crisp, lightly fruity finish. It’s bright, sessionable and built for shared screens, shared snacks and also perfect for evenings around the BBQ. Made in collaboration with Bottle Green®. 2.5% ABV | Sainsbury’s sell a larger 440ml can | RRP from £2.50 | Made in collaboration with Bottle Green®
Rounding out the range is the Ginger Beer Shandy with Pale Ale, a malty pale ale with a fiery ginger beer kick. It delivers gentle warmth and depth. Made for cosy nights by an open fire. 2.5% ABV | shandyshack.co.uk | RRP £25.99 for 12
