Shandy Shack has unveiled a brand refresh following its acquisition by SHS Drinks, looking to strengthen its position in the fast-growing fruit beer category.
Founded in 2018 by three friends, Shandy Shack has built a loyal following for its flavour-led, lower-ABV shandies. It combines craft beer with natural fruit to create a lighter, more refreshing alternative for modern drinkers.
Since joining the SHS Drinks portfolio in 2024, the brand has undergone a strategic review to ensure it is positioned for future growth. The refreshed identity launches as increased retail momentum is seen in Sainsbury’s and across other channels. There has also been a successful co-branded collaboration with M&S.
The partnership with M&S has proved a significant success, with one can of the co-branded Shandy Shack and M&S shandy sold every minute since launch.
The updated identity introduces a more consistent pack architecture, and the full range has been aligned to 2.5% ABV. The recipes are unchanged, but, as part of the brand 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 shandy category has evolved significantly since Shandy Shack launched in 2018,” said company founder Tom Stevens. “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.”
