Shandy Shack has unveiled a comprehensive brand refresh following its acquisition by SHS Drinks to solidify its position in the fast-growing fruit beer category and accelerate its next phase of growth.

Developed in partnership with award-winning branding agency Continuous, the rebrand introduces a modernised appearance while retaining the core colour palette, logo, and craft heritage that existing fans recognise. The updated packaging introduces a consistent pack architecture and hand-painted textures, clearly leading with fruit flavour and placing “shandy” front and centre on every can.

Evolving portfolio & streamlined ABV

To enhance clarity on store shelves, Shandy Shack has updated its product titles across the line-up while aligning every drink to a 2.5% ABV. Despite the name changes, the brand’s recipes remain unchanged:

• Elderflower Shandy with Lager (formerly Elderflower Lager): A crisp pilsner elevated with Bottle Green floral elderflower cordial. Available in 440ml cans at Sainsbury’s (RRP from £2.50).
• Lemon Shandy with IPA (formerly IPA): A citrus-forward blend combining a Citra and Mosaic-hopped session IPA with natural lemonade. Available via direct-to-consumer (DTC) channels (RRP £25.99 for a 12-pack).
• Raspberry Shandy with Lager (formerly Raspberry Lager): Smooth pilsner blended with ripe raspberry, created in collaboration with Bottle Green. Available in 440ml cans at Sainsbury’s (RRP from £2.50).
• Ginger Beer Shandy with Pale Ale (formerly Ginger Beer Shandy): A malty pale ale infused with a fiery ginger beer kick. Available via DTC channels (RRP £25.99 for a 12-pack).

Market growth and retail expansion

The refresh reflects significant shifts across both the beer and moderation sectors since Shandy Shack’s founding in 2018. With fruit beer now firmly established as an independent category attracting both specialist producers and major brewers, the brand update responds directly to rising consumer demand for lower-ABV, flavour-forward options.

This momentum is highlighted by a successful co-branded collaboration with M&S — where sales have reached one can per minute since launch — alongside nationwide availability through Sainsbury’s and DTC channels.

“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,” says Tom Stevens, founder of Shandy Shack. “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.”