Lean and mean: New beer aimed at fitness crowd

08 : 12 : 2013 Beer : Gluten-free : Vampt Brands

Calgary, Canada – Fitness drinks and ale are usually regarded as separate categories. Lean Machine Ale, a low-calorie, low-alcohol ‘fit beer’ brings the two together in a single glass.

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.

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