A brewer from Bavaria is launching a campaign to sell non-alcoholic beer as an athletic beverage in the United States. Bavarian brewer Erdinger is wagering that American sportsmen have a taste for its Alkoholfrei brand. Erdinger also believes Alkoholfrei tastes well enough to reverse a trend of decreasing United States sales for no-alcohol beer. Sportsmen benefit from drinking Alkoholfrei, according to Erdinger, because it delivers nutrients for athletes without dehydrating them with alcohol. Article resource – German brewery markets no-alcohol beer in U.S. as a sports drink by MoneyBlogNewz.
Strong belief that Alkoholfrei could be successful in the United States, Erdinger claims
In the United States, beer is typically associated with sports marketing. Never has non-alcoholic beer been a part of this though. In Europe, Alkoholfrei has been promoted as a fitness beverage. Erdinger has done this since 2001. In Europe, Alkoholfrei became really popular while grass roots sporting events and major competitions typically gave free samples out by Erdinger. Erdinger products are sold in forty-five U.S. states, and the brewery has decided to step up marketing efforts for Alkoholfrei to increase its market share in North America. In Fort Kent, Maine, the February World Cup biathlon was held. Along with skis and rifles, the European sportsmen had mugs of Alkoholfrei.
Best sports drink is beer
Erdinger Alkoholfrei appears like beer, with an auburn color and foamy head. The beverage tastes like beer too. This is despite the belief that there isn't any alcohol in it. The beverage is promoted as something that can help recover athletes from a workout or competition with the carbohydrates and vitamins that are in it making it an "isotonic" sports drink. Athletics nutritionists explained the compounds in beer aren't generally high enough to make a difference for sportsmen when it comes to recovery. They typically have on top of the ethanol sodium, potassium, carbohydrates and B vitamins. The Erdinger Alkoholfrei will help rehydrate athletes due to the lack of alcohol.
Will genuine German beer flavor, matter to Americans?
In the 1990s, non-alcoholic beer became part of the United States sector. It started with Sharps from Miller and O'Douls Anheuser-Bush. Selling those brands has been difficult though. It has been that way for years. Even though Alkoholfrei is non-alcoholic, Erdinger has marketed the drink as a genuine German beer flavor. At nearly $10 a six-pack for Erdinger Alkoholfrei, whether Americans can accept that price for a German beer with no buzz or a European energy beverage without the sugar high remains to be seen.
Articles cited
San Francisco Chronicle
sfgate.com/cgi-bin/article.cgi?f=%2Fn%2Fa%2F2011%2F02%2F21%2Fstate%2Fn084141S20.DTL
USA Today
usatoday.com/sports/olympics/2011-02-13-3781689740_x.htm
Business Week
businessweek.com/ap/financialnews/D9LHEP0G0.htm
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