Appealing to health-conscious, active consumers who are passionate about mindful drinking, a range of performance beer products are emerging in the alcohol industry. Beyond providing something tasty for people to consume at social gatherings, these products are being purposefully created to help athletic consumers recover and refuel. While some performance beer products are low in calories or entirely non-alcoholic, others are enriched with vitamins and protein. And although craft beer products are often put together with pleasing flavors purely for the sake of taste, this new wave of functional beer products boast health-amplifying ingredients like anti-inflammatory, protein-rich bee pollen or chia seeds.
Some notable performance beer products to know include the Harpoon Rec. League Beer, which was created as a hydrating, low-ABV post-workout refreshment, and the electrolyte- and nutrient-rich FKT Pale Ale by Sufferfest.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
