This High-Protein Beer is Designed for Health-Conscious Beer Drinkers
Katherine Pendrill — March 2, 2016 — Lifestyle
References: musclefood & eater
'Barbell Brew' is a high-protein beer that helps gym-goers stay fit without giving up their favorite drink. While beer and fitness do not usually go together, this protein-enriched product demonstrates that the beer may soon become the drink of choice for fitness-conscious consumers.
Barbell Brew is a high-protein beer developed by the UK-based brand MuscleFood. The drink itself is a gluten-free wheat beer that boasts notes of caramel and tropical fruits. Unlike other beers, this particular brew is fortified with 21.8 grams or protein. In addition, the beer contains 85 percent fewer carbs and 33 percent fewer calories than a traditional pint.
While the idea of fitness-focused beer may sound unusual, Barbell Brew is part of a growing consumer demand for protein-rich food and beverages.
Barbell Brew is a high-protein beer developed by the UK-based brand MuscleFood. The drink itself is a gluten-free wheat beer that boasts notes of caramel and tropical fruits. Unlike other beers, this particular brew is fortified with 21.8 grams or protein. In addition, the beer contains 85 percent fewer carbs and 33 percent fewer calories than a traditional pint.
While the idea of fitness-focused beer may sound unusual, Barbell Brew is part of a growing consumer demand for protein-rich food and beverages.
Trend Themes
1. Protein-enriched Beverages - Protein fortification in beverages presents opportunities for brands to cater to health-conscious consumers and tap into the growing demand for protein-rich products.
2. Convergence of Beer and Nutrition - The development of high-protein beers like Barbell Brew demonstrates the potential for merging traditional alcoholic beverages with functional ingredients to cater to fitness-focused consumers.
3. Alternative Alcoholic Beverages - The rise of protein-enriched beers suggests an opportunity for the development of alternative alcoholic beverages that offer health benefits beyond traditional options.
Industry Implications
1. Craft Brewing - The craft brewing industry can explore the production of protein-fortified beers as a way to innovate and capture health-conscious consumers.
2. Fitness and Wellness - The fitness and wellness industry can collaborate with beverage brands to develop and promote protein-enriched beverages that align with their health-focused offerings.
3. Functional Food and Beverage - The functional food and beverage industry can leverage protein-fortified beers as an innovative way to cater to consumers seeking products that offer both nutrition and enjoyment.
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