![]() ![]() “We had to find a way to challenge the market which hadĮxisting options that had high prices or compromised taste,” Darvill said. Healthier options like cutting down carbs, sugar, and increasingly, gluten The four Bs – blokes, banter, bars and barbecues – were banished from our brief.”īeer came out of Australians thinking about their wellbeing and looking for “No typical beer ad with four blokes sitting around a bar or barbecue. “We were looking for something new, interesting and different,” Amy Darvill, Lion’s brand director, told Mumbrella. ![]() The “Ultra Good Inside” campaign follows the journey of a young man on his way to a party, whose head keeps changing to reveal all the different aspects of the lifestyle he leads, including working out. The beer with a more general wellness message. While it’s endorsed by Coeliac Australia as gluten free andĪppropriate for those with coeliac disease, Lion chose to advertise Meanwhile, Harpoon Brewery recently released a “recovery beer” called Rec League that’s brewed with sea salt and chia seeds, while Avery Brewing has debuted a Go Play IPA brewed with sodium and potassium.Įarlier this year, Lion launched Hahn Ultra Crisp – a full-strength 4.2% ABV, full-flavoured lager that is lower carb, 99% sugar free, preservative free and gluten free. SeaQuench, according to Nielsen data, is now the fastest-growing beer in the sour category. ![]() Founder Sam Calagione describes it as resembling Gatorade or a margarita. It has created SeaQuench Ale, a sour beer brewed with lime and sea salt, which it released in 2016. The booming sales of Sufferfest that it acquired the company earlier this year.Ĭraft brewery Dogfish Head is also experimenting in the performance beers space. Nearly 56 million runners in the US and more than 30,000 annual events acrossĬraft-brewing company Sierra Nevada was so impressed with It was a smart move considering there are estimated to be Anotherīeer, Repeat, is a kolsch brewed with bee pollen, is supposed to help with The electrolytes and sugars that runners crave at the end of a race. Pale ale that’s low in gluten and brewed with black currant and salt to supply The beer’s name is a play on the term “sufferfests”, which athletes use to describe extreme workouts.įor example, Sufferfest’s FKT (or “Fastest Known Time”) is a One of the brands with the most buzz is Sufferfest, created by runner Caitlin Landesberg, who wanted to make beer that would work with runners after gruelling workouts. Performance beers are becoming big business in the United States. With minerals, sea salts, and electrolytes, which means they’re a bit like boozyĮlectrolytes are a key component of Gatorade and help your body absorb nutrients, rid itself of waste, and balance pH levels. The brews typically have a lower alcohol content and are made As the wellness trend continues apace among consumers, recovery and performance beers are being tipped as the next big thing. ![]()
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