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Protein beer becomes available in the UK
Birmingham-based start-up Lifted Drinks has launched an alcohol-free beer, enriched with 10 grams of added protein.
The alcohol-free beer, which has been branded as a “sports recovery lager,” includes 10g of plant-based pea protein per 330ml can and is being positioned “the perfect post-sport drink” noting that it contains fewer than 83 calories.
Lifted Beer, which is set to appeal to sports enthusiasts and athletes, has been created by husband and wife team Tony and Rebecca Robinson to assist drinkers to “celebrate sporting moments whilst helping their body get the protein it needs after exercise”.
Speaking to the drinks business, Lifted Drinks co-founder Rebecca Robinson said: “We see Lifted on the shelves in convenience stores as well as in health club bars, with customers choosing Lifted because of its additional nutritional benefits over and above a normal beer. We also think there’s space for Lifted in selected on trade venues in the future.”
The company, which has been “built on the belief that you don’t have to compromise between a delicious post exercise beer and looking after your body” has “worked with a master brewer to get the flavour profile just right” and is the “perfect addition to support your dry January and new year gym kick”.
Robinson explained: “Lifted Beer was born after a great workout when you know you need the functionality of protein shake but all you really want is an ice cold beer. As Crossfitters, gym-goers and outdoor enthusiasts, we know that feeling all too well and we knew there had to be a solution. That’s why we started working on Lifted, we wanted to create an alcohol free beer that tasted great and actually had post workout benefits for your body rather than ruining your recovery. We knew it wouldn’t be easy, and some people thought we were mad, but just like our beer, we don’t like to compromise. After months of formulating, brewing and tasting with our head brewer, we finally knew we had created the perfect end to any workout. Now we’re on a mission, a mission to bring Lifted to the fitness world. Whether you’re a professional sports person, a gym goer or outdoor adventurer, you don’t have to compromise on those post sport celebrations. You can have it all with a crisp refreshing can of Lifted.”
Robinson added: “Our blend of hops is a combination of Perle and Hallertau Mittelfruh which makes Lifted medium bodied with smooth bitterness. The hops are noble and can often be found in Pilsner style lagers. Each 330ml can of Lifted contains 7g of carbs to help you replenish the muscle glycogen that you burned during your workout.”
Lifted Beer is available to buy from £23.40 per case (12 x 330ml cans) via the company’s webshop.
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