UK: SHS Group acquires Shandy Shack beer brand

SHS Group, the diversified consumer goods supplier, has announced the acquisition of Shandy Shack, a brand of “mid-strength” abv beer that specialises in flavoured products.

Prior to the acquisition, the two companies had collaborated to create a raspberry lager using Bottlegreen cordial. Shandy Shack will join the existing SHS portfolio including brands such as Shloer, Bottlegreen, Rocks and WKD.

Andy Morris-Jinks, managing director of SHS Drinks, said: “We are excited to welcome Shandy Shack into our brand family. The mid-strength ABV 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”, he added.

Shandy Shack co-founder Ed Stapleton commented: “SHS Drinks are a brilliant organisation that share our values and vision for the brand. They recognised the importance of introducing a compelling mid-strength offering to enhance their diverse and dynamic portfolio”.

Source: SHS Group