Is The Future of Alcohol-free Beer "energy Drinks"?

Is the future of alcohol-free beer "energy drinks"?

At the liquor board, will you be frowned upon if you choose to drink alcohol-free beer?

Since its birth, alcohol-free beer has been in the awkward situation of "wine is not wine". But that has been changing in recent years: In Germany, where the beer culture is strong, alcohol-free beer is gaining popularity among consumers as an "energy drink," with consumption in 2019 almost double what it was a decade ago. In Austria, Spain and other countries, the share of alcohol-free beer in the beer market has also skyrocketed. "In the past, people only drank non-alcoholic beer when they had to drive, but today there is no shame in drinking non-alcoholic beer, whether you are driving or not," says Elisa Raus, spokeswoman for Stortebeker, a German stout brand.

low-alcohol beer, also known as "alcohol-free beer," generally refers to drinks with an alcohol content of less than 0.5% but still retaining the flavor of beer. Because it contains almost no alcohol and is harmless to health, it has a wider consumer group and a higher audience acceptance. In recent years, major beer manufacturers have created the image of it as a healthy drink and made it the focus of sports marketing:

The most well-known example is the 2022 World Cup in Qatar, where fans were allowed to bring Budweiser beer, an official sponsor, into the stands after a negotiation between FIFA and the government of Qatar, an Islamic country where public drinking is illegal. The World Cup was spared because Budweiser offered its fans a non-alcoholic version of Budweiser Zero.

When Budweiser Zero was launched in 2020, Budweiser had a "zero alcohol, zero compromise" slogan, hired "Flash" Wade as a co-founder of the product, and later selected the brand's spokesperson is also a water athlete. So from the very beginning, Budweiser bet on sports marketing, determined to eat the healthy properties of non-alcoholic beer.

Peroni Libera 0.0%, the non-alcoholic sub-brand of Japanese beverage giant Asahi, has enlisted Formula One's Aston Martin team. For the "driver a glass of wine, relatives two lines of tears" for us, the shock brought by this cooperation is no less than the "Slam Dunk" in the century high five.

Heineken (Heineken), another major beer giant, has also devoted huge resources to the intensive and all-round promotion of its non-alcoholic beer "Heineken 0.0", which can be seen in top competitions such as the UEFA Cup, European Cup, F1 and MLS.

The penetration of alcohol-free beer is even crazier at some small and medium-sized sporting events in Europe. Triathlons, marathons, bike races... The non-alcoholic beer served at the resupply point became the favorite choice of most runners. For them after a sweat, there is nothing like a glass of beer after hitting the line. Erdinger, for example, one of Germany's most famous beer brands, has marketed its alcohol-free beer as an "isotonic, vitamin-rich" energy drink that is served free at sporting events such as the Berlin Marathon.

Beer and sports, this is a pair of inseparable joy enemy. The first is that their primary audiences are highly overlapping: young men between the ages of 20 and 35. Secondly, the tipsy state can indeed play a catalytic role, so that the appeal of sports to a higher level. Go to the games offline, and you can see workers hawking beer everywhere. When you invite a friend over to watch a game, the first thing you must do is grab a case of beer.

However, for a long time in the past, this group of CP is easily associated with conflict, confrontation and even violence, represented by football hooligans who use alcohol to make trouble. That's why many major soccer tournaments in Europe now ban alcohol consumption in the stadium and surrounding areas during matches.

For the crowd, a game without beer always lacks soul. In recent years, there have been growing calls for the abolition of Prohibition. The rise of alcohol-free beer has made negotiations more feasible. The audience can still drink the subtle aroma of the wine without worrying about the addiction and dementia above.

What's more interesting is that the road to sports without alcohol beer is not a routine business partnership. Many athletes also genuinely enjoy the very low alcohol content of the drink.

The popular belief is that alcohol burdens the liver, which affects protein synthesis and body recovery. So most athletes will stay away from alcohol for the rest of their careers. The beauty of alcohol-free beer is that it minimizes this side effect. In addition, alcohol-free beer has almost the same electrolyte concentration as human blood, which means it can be used as an isotonic drink, or "electrolyte water," as we often call it. Combined with more than 50 phenolic substances in beer, it can also reduce inflammation in the body. For some athletes struggling with injuries, it turns out to be a restorative drink with a hydrating effect.

To prove this idea right, some academics have even done double-blind controlled trials. In 2009, German researcher Johannes Scheer took 277 participants who were preparing to run the Munich Marathon and divided them into two groups. One group drank Ettinger alcohol-free beer every day, while the other group received only a placebo. The final results showed that the group that drank alcohol had a significantly weaker inflammatory response than the control group.

Another story that gets a lot of attention is from the 2018 Winter Olympics in Pyeongchang. The German delegation came to the Olympic village with plenty of beer, including 3,500 liters of non-alcoholic beer provided by Krombacher, the national beer brand, to help athletes recover quickly. In those Games, the Germans won 14 golds (first overall) and 31 MEDALS (second overall). The world's media have also given alcohol-free beer a new nickname - "the German stimulant".

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