Lean and mean: New beer aimed at fitness crowd

Described by brewer Vampt Brands as an ultra-premium beer, Lean Machine ticks every box in the fitness drink book. Gluten-free and vitamin-enriched, the light ale has an alcohol volume of 5% and contains only 77 calories, additional protein to help muscle-building, antioxidants to boost the immune system and electrolytes to aid ‘100% bio-hydration’.

Vampt is marketing Lean Machine, which is expected to be released in summer 2014, as a recovery ale for post-workout drinking. The primary audience, according to the company, is young adults aged 19–32.

Food and drinks brands are tapping into consumers’ desire for Nature+ products that offer ‘better than natural’ health benefits. For more on this emerging trend, read our Food and Drinks Futures report, available now in The Future Laboratory Shop.