Non-alcoholic craft beer producer Athletic Brewing and bottled coffee brand Super Coffee teamed up to create the world's first pre-workout brew. This new non-alcoholic beer is brewed with high-quality coffee and spent brewer's grains and it's extra dark and rich as a result, with five grams of protein.
This brew inspired by "the power of positive energy and the grind of endless grit" is made with two pounds of coffee per barrel and upcycled barley rice protein, and in terms of taste, it is said to offer roasty and chocolatey notes, plus bold coffee flavor.
Suped Up offers the benefits of protein coffee in a non-alcoholic beer format and the idea for the product started when Athletic Brewing co-founder Bill Shufelt and Super Coffee co-founder Jimmy DeCicco struck up a friendship at a fitness event.
Pre-Workout Brews
Athletic Brewing & Super Coffee Created a First-of-Its-Kind Brew
Trend Themes
1. Protein-infused Beverages - This trend involves creating new beverages that incorporate protein as a core ingredient, which presents opportunities for beverage companies to combine flavors and ingredients imaginatively and capture the health and wellness market.
2. Upcycling Food Waste - This trend involves using leftover food waste as a key ingredient in new food and beverage products, presenting opportunities to reduce waste and create sustainable, unique food and drink options.
3. Non-alcoholic Drink Innovation - Trend in creating innovative and unique non-alcoholic beverage options, providing opportunities for companies to capitalize on the growing market for alcohol-free drinks while incorporating new and creative ingredients.
Industry Implications
1. Beverage Industry - This industry can capitalize on the trend of protein-infused beverages to attract health-conscious consumers and innovate new flavors and textures.
2. Food and Beverage Waste Management Industry - This industry can explore opportunities to upcycle food waste from breweries or coffee roasters, providing ingredients for new food and drink products and reducing waste.
3. Fitness Industry - The Fitness Industry can leverage the trend of protein-infused pre-workout beverages to offer unique options to athletic individuals and support their active lifestyle.