With many health-conscious consumers choosing to drink less alcohol in general rather than compromise their well-being goals, breweries are responding to this change in behavior by creating better-for-you and performance beer products that specifically cater to the needs of athletic individuals.
Sufferfest makes a variety of craft beer products specifically for "active, healthy, passionate humans," including Repeat, a Kolsch-style beer. The light, 95-calorie product shares just five carbs and is brewed with bee pollen to enhance its floral and honey aromas. Notably, bee pollen was also mindfully chosen as a functional ingredient for the beer, as a tablespoon of it contains over a gram of protein.
Although alcohol and athleticism weren't previously linked by products, Millennials' passion for health and wellness is driving change across the industry.