Non-Alcoholic Beer Touted as Sports Drink

PORTLAND, Maine – A German brewery is putting a new twist
on no-alcohol beer. Erdinger is promoting its alcohol-free beverage
as a sports drink.

The company describes its drink as an isotonic beverage with
natural regenerative powers that help athletes recover from a
workout. In other words, it’s carbohydrate-rich refreshment without
the alcoholic buzz of beer or the jitters caused by some energy

Several top athletes from Europe quaffed the beverage from giant
mugs on the podium at the World Cup biathlons held this month in
northern Maine.

But whether it’s a success in the U.S. remains to be seen. Benj
Steinman, editor of Beer Marketers Insights, doubts the makers of
Gatorade have much to fear. He says sales of no-alcohol beer have
been declining for at least the past decade.

Categories: Health

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