Protein Beer Plugging Gap Between Fitness and Leisure Industries

09 Aug 2016 --- A growing interest in protein beer could put pints back on the table for people wanting to get or stay in shape.

The consumption of protein has long been associated with muscle health and rebuild, and professional and amateur athletes alike utilize the macronutrient in as many forms as possible in order to get ahead in fitness.

The introduction of protein beer to the market has already made waves in the fitness industry. Various brands have jumped at the chance to release their take on the new craze, with protein beers now available with protein contents of 4 to 21 grams of protein per serving. 

It seems the product could be plugging a previously unvisited gap in the market, catering for those looking to improve or maintain their health whilst also enjoying an alcoholic beverage. 

But the concept of drinking beer after a workout isn’t a new one. A 2003 study from the International Journal of Sports Nutrition and Exercise Metabolism showed that downing a low alcohol beer after a workout could be better for muscle regeneration than downing a sports drink. 

However, despite the rise of popularity in the product, nutritionists are keen to ensure consumers are aware that protein beer should be used recreationally and not as a replacement for normal protein supplements. 

Consuming large quantities of alcohol has been clinically proven to hinder sports performance, so marketing the product as a long-term supplement is off the table. 

However, by allowing consumers to stay on track with their fitness goals while still being able to enjoy a guilt free drink, brands are able to offer consumers something that sees them enjoy health and leisure benefits.