Irish multinational Glanbia has released a non-alcoholic, functional beer under its Optimum Nutrition brand, called ChampionSips.
The American pilsner-style beer, which contains 10g of added protein, has been brewed in partnership with Wisconsin Brewing Co. The limited-edition SKU is available direct-to-consumer in the US at an SRP of US$14.99 per four-pack of 47.3cl cans.
The initial rollout excludes Georgia, Idaho, Kansas, Michigan, Mississippi, Nebraska and South Carolina. Global Drinks Intel has enquired about future plans for the line.
Glanbia, which is better known as a health and nutrition business, noted that each can of ChampionSips contains 90 calories, 11g of carbs and 0g of fat. Optimum Nutrition also consists of protein shakes and energy drinks, as well as supplement capsules, powders and gummies.
“We’re constantly looking at how consumers’ needs and routines are evolving and where we can create something new,” said Glanbia’s director of innovation, Jeff Schoenfield. “ChampionSips reflects that mindset, opening up an entirely new occasion for Optimum Nutrition and challenging expectations of where the brand can show up.”
Wisconsin Brewing’s CEO, Kevin Zerman, added: “When Optimum Nutrition came to us with ChampionSips, it challenged us to think differently about what a non-alcoholic brew could be. The partnership may seem unconventional, but that’s what made the challenge so interesting to us. We were able to approach the brew differently while still delivering the crisp, refreshing taste and familiar drinking experience people expect from a cold one.”
In August, ex-National Collegiate Athletic Association athletes AJ Hassan and Emily Doskow launched an alcohol-free premix cocktail brand, Sportsballer, which they claimed was the first to include the functional ingredients creatine and protein.
