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.
Lean and mean: New beer aimed at fitness crowd [lsnglobal]