Brew master creates buzz around beer sports drink
Wednesday 23 February 2011
Forget beer-bellied guzzlers - a non-alcoholic beverage is being pitched as the beer for elite athletes with washboard abs.
Sold as a sports and fitness drink, the Bavarian brew Erdinger Alkoholfrei is handed out at the finish lines of major sporting events like marathons and triathlons and shared the podium with winners of the World Cup biathlon in the US state of Maine earlier this month.
The wheat beer is touted as a thirst-quencher with "isotonic effects" that rehydrates athletes and replaces liquids and minerals lost during physical exercise. Spokespeople for the beer include three-time biathlon Olympic champion Michael Greis and biathlon World Cup winner Kathrin Hitzer.
The beer sector is just one more unexpected player in the sports drink market. In 2009, NASA launched its own patented line of sports drinks to fuel astronauts during their training program and to keep them at peak performance. The Right Stuff was developed to prevent the loss of body fluids during heavy exercise, heat, exposure and illness.
More information is available here: http://www.erdinger-alkoholfrei.de/en/alkoholfrei-produkt.html
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