Sportress of Blogitude


A Non-Alcoholic Beer As A Sports Drink? Now I’ve Heard Everything

German brewer Erdinger has discovered a new way to market its non-alcoholic beer, because, let’s be honest: who drinks that stuff anyway? I mean, what’s the point? So, instead of having the non-alcoholic brew gathering dust on shelves, Erdinger has decided to market it as a sports drink with restorative powers. Brilliant!

Via an AP report in the Toronto Star:

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 drinks.

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.

I’ll give Erdinger credit for originality, but I don’t see this product taking off anytime soon. If they really wanted a beer-flavored beverage to have success as a sports drink, they would leave the alcohol in it, because we all know we all believe we are better athletes when we’re half in the bag, amirite? It’s called liquid courage, people – prior to game time, some booze  always calms the nerves and gives us that much needed boost of confidence. That is, until either your drunk ass trips over your own two feet, seriously injuring yourself, or you barf all over the place due to the risky combination of minor physical exertion and a stomach full of suds. But hey, that’s the price you have to be willing to pay if you want to be a big-time league bowler, kids. We all consider bowling a physically-demanding sport, right? Yes?

Athletes quaff no-alcohol beer as sport drink [Toronto Star]