Living360’s Evelyn Richards sits down for an exclusive interview with reality TV stars Harvey Armstrong and Sam Holmes to discuss money, fitness and their 95-calorie cans.
As an avid craft beer drinker and runner, I often find my two interests are in conflict with one another. Beer can make me feel bloated and fatigued, and is full of calories – impacting my running performance.
So, I was thrilled to learn that Made in Chelsea’s Harvey Armstrong and Sam Holmes had created a beer range that boasts low calories (95 per can) and carbs, while not compromising on taste or alcohol content.
Eager to learn more, I sat down with the dynamic duo to discuss everything from their products and love of fitness to common misconceptions the public have about them, thanks to their association with the show.
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How did the idea for Prime Time beer come about?
Beer has always been at the heart of Harvey and Sam’s friendship – in fact, it’s literally how they met.
Harvey laughs as he remembers their meet cute: “I saw this distinguished gentleman on the train. Back then, he had poofy, shaggy hair. I noticed he was carrying a 24-pack of beer. And, as a university student trying to save a few quid where I could, I asked for one.
“We shared a beer and a chat, and got on really well. I then bumped into him randomly at a few other events, and haven’t been able to shake him since!”
Over the following years, the pair formed a friendship over shared interests: beer and fitness. They would regularly meet up to play sports, namely rugby and padel, and enjoy sampling new craft beers.
However, Harvey explains that they “found that kind of lifestyle very conflicting”.
And so they wanted to make a beer that was “more balanced, more mindful, and makes that lifestyle more sustainable”.
There are a handful of low-calorie beers on the market, but the pair agreed they “taste horrible”, and the concept of Prime Time was born.
The pair got to researching the refined brewing techniques needed to strip beer of its ‘unnecessaries’, including hefty calories, carbs and gluten.
Sam highlighted that the proof is in the pudding – or, the beer – as their product has gone on to win numerous awards.
He explained: “We entered into awarding bodies against the full-calorie, full-carb beers, and we’ve won a Great Taste award and gold at the Global Beer Masters.”
The Living360 editors taste-tested the beers for themselves. Find out what we thought in the video below.
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Why do you think there is a growing demand for more health-conscious drink options?
Sam believes the demand comes from the Covid-19 pandemic and lockdowns.
He said a lot of people realised that “health is one of the most important things we’ve got”.
The numbers agree, with a report from Sport England finding a huge surge of appreciation for exercise in just six weeks of the first UK lockdown, which started in March 2020.
Sport England’s executive director of insight, Lisa O’Keefe, said: “The pandemic has changed the way we engage with activity and it will continue to do so.”
Sam said that, on a personal note, he didn’t want to lose all the health progress he had made during the lockdowns, and so there was a clear need for a guilt-free beer option.
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There is a public perception that your parents gave you a leg up with launching this product, is this true?
Harvey and Sam were both quick to correct that misconception, explaining that they “bootstrapped it” to make their business a reality.
Harvey explained that he hasn’t received a penny from his parents since he moved out aged 18. He joked that he’s still waiting for his parents to reveal a big trust fund for him when he turns 30.
He said he’s always been business-minded, studying business at Newcastle University before becoming a chartered accountant at PWC.
The pair revealed they didn’t receive investor finance for their brand for the first few years, and so the early days were entirely self-funded.
They were keen to stress that Prime Time was conceptualised before the pair first appeared on Made in Chelsea in 2019.
Both Sam and Harvey had been approached on numerous occasions to join the cast, but felt it didn’t fit in with their life goals at the time.
However, everything changed when Prime Time came about, as they realised that becoming reality TV stars would be a great way to promote their product – starring in Made in Chelsea was a business marketing move, they revealed.
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What are some common misconceptions the public has of you?
The biggest issue that the pair agreed on was the perception that they come from an inordinately wealthy background.
Sam said: “Spencer Matthews, Jamie Laing, Hugo Taylor… they’ve obviously come from huge wealth, from all their families. We’re talking serious trust.
“We often get painted with the same brush, but that’s not accurate at all.”
The pair also explained that they’re big on sustainability, something that isn’t emphasised a lot on the TV show.
How do you find juggling business, filming a reality TV show and general life?
Harvey and Sam had very different answers, as Sam is no longer on Made in Chelsea.
Harvey said: “I don’t get a lot of sleep, that’s for sure.
“It’s a juggling act. You have to switch different brains on. One minute, I’m in the emotionally draining world of reality TV, where you’re dealing with all kinds of drama. But then the next minute, I need to switch into business mode, I need to be professional.”
However, Harvey went on to say that he “loves” this fast-paced lifestyle, and the pressure that comes with it.
Sam cites his fiancée, Rosie Waters, as one of the key elements to his success.
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He explains: “She’s one of the best things that has ever happened to me, personally and in terms of work. I was a bit of a party boy before, but she keeps me on the straight and narrow.”
Sam added that his family have also been incredibly supportive of his business ventures.
His dad, who is also an entrepreneur, called him shortly before our interview to say that he had seen the poster for Prime Time in Kings Cross station and is incredibly proud that his son is following in his footsteps.
