Shandy Shack

Pop to your local Sainsbury’s to pick up Shandy Shack’s new permanently available staple – the  Elderflower Lager Top –  created by OWs, featured on BBC News  and in the Guardian.

Ed Stapleton explains how he and Tom Stevens (both 2010 OWs) are cracking the secret British obsession that is shandy.

‘The scene: summer 2018, Brecon Beacons. A group of OWs on the wrong side of their twenties clamber up Pen y Fan, ignoring their waning physical prowess in favour of reliving sporting glories from picturesque School Field.

What ensued was a series of events that saw Tom and I relinquish burgeoning careers in medicine and technology consultancy in pursuit of a less conventional profession: the production of craft beer shandy.

Shandy Shack was born from a desire for a more conscious relationship with alcohol and a passion for the potential of the Great British shandy. With the rise of craft beers and no/low-alcohol options, it felt right to give the shandy a second chance by pairing exotic flavours of ‘New World’ hop varietals with high quality, natural sodas. The result, we thankfully discovered, were drinks that offered amazing flavour combinations and moderation without taste compromise.

Some might describe our first year post-incorporation as a comedy of errors. Blood, sweat and tears were poured into a pop-up trailer bar, which we dragged to festivals around the country throughout 2019, making shandies using our own small-batch brews and sodas. These were positively received by punters (and the thirsty bartenders who also unavoidably conducted an unfortunate amount of quality control).

Over time, we legitimised the enterprise with a core product range, an IPA Shandy and an Elderflower Lager Top, and improved branding. When the pandemic struck, we pivoted towards digital and retail channels and witnessed a surge in shandy demand as temperatures soared and people sought respite from lockdown tedium. Blundering radio appearances on BBC Radio Oxford and Jack FM were particularly entertaining, as we looked to convey our local connection.

Then, an opportunity arose to trial our products in 70 Sainsbury’s stores for 14 weeks through their Future Brands programme. This has once again catapulted the business forwards, and thanks to a recent angel investment round (including amazing OW mentor), we have managed to convince our mothers that this was a good idea after all.’

“I spotted Shandy Shack in an OW newsletter and thought Ed and Tom had created a great brand in a growing market. I am now delighted to be a shareholder and to help with advice and connections where I can.”(Jim Hawker, OW 1992)

Follow Shandy Shack’s journey on social media, or purchase their products at shandyshack.co.uk or on Amazon. Ed and Tom would love to hear your thoughts!