SHS Drinks, the owner of alcoholic and soft beverages brands such as WKD and Shloer, has acquired Shandy Shack to add “further variety” to its range.
Financial terms behind the all-UK transaction were not disclosed.
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Shandy Shack is a “pioneering brand” in the mid-strength ABV beer segment, SHS Drinks said in a statement. Shandy Shack’s portfolio includes Elderflower Lager Top and IPA Shandy.
“This new partnership promises to step-change Shandy Shack’s already strong current growth, helping it to better reach the 40% of adults seeking to moderate their alcohol consumption with balanced, enjoyable options,” SHS Drinks said.
Since 2021, Shandy Shack is said to have received numerous accolades, including six Great Taste stars across four products.
The company, which has established “significant distribution partnerships”, will integrate into SHS Drinks’ New Ventures division, with co-founders Ed Stapleton and Tom Stevens continuing to oversee the development and growth initiatives.
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By GlobalDataSHS Drinks managing director Andy Morris-Jinks said: “The mid-strength alcohol by volume market is seeing rapid growth as consumers seek options for low-tempo, relaxed socialising.
“Shandy Shack’s innovative and award-winning product range aligns perfectly with our vision for broadening our consumer base and tapping into emerging market trends.”
Before the acquisition, SHS Drinks and Shandy Shack collaborated on the Raspberry Lager, launched in June 2024 and incorporating the former’s flavoured cordial.
SHS Drinks said it will “work closely” with the Shandy Shack team to “take the brand to the next level” by increasing consumer awareness and expanding distribution in 2025.
Stapleton noted: “This partnership will provide unparalleled opportunities to leverage their expertise, resources and support to expand our brand’s reach.”
SHS Drinks’ portfolio also features brands like Rocks and Merrydown.
The acquisition follows the appointment of Paul Gillow as the next CEO of the SHS Group.
Gillow had been with Asda for 20 years, starting as a store department manager. He served as the retailer’s commercial director for food since September 2023.
