The idea of healthier, better-for-you beers might seem contradictory at first, but this trend is gaining traction among consumers who value functional ingredients. With Sierra Nevada, the nation’s third-largest craft brewery, acquiring Sufferfest, these beers could soon be available nationwide. Sufferfest’s founder, Caitlin Landesberg, a long-distance trail runner, shared with Fast Company her vision of creating a beer that athletes could enjoy after a race while also reaping benefits. The FKT pale ale, for instance, features low gluten levels and is brewed with black currant and sea salt, providing the electrolytes and sugars that runners need for recovery. Landesberg expressed her goal of developing “the Gatorade of beers” when she launched Sufferfest three years ago, as noted by Healthyish.
Other companies venturing into the functional beer market include Dogfish Head from Delaware, Harpoon Brewery from Boston, Zelus Beer Co., and Avery Brewing from Colorado. Additionally, Athletic Brewing, based in Connecticut, is making strides with non-alcoholic beers that are available at their taproom and distributed along the East Coast and online. Boston Beer Company has also entered the scene with 26.2 Brew, a marathon-inspired beer crafted with Himalayan sea salt and coriander, containing 9 grams of carbs and 120 calories.
Large breweries may find motivation to embrace the functional beer trend, especially as many are in need of a sales boost. While not every consumer is seeking functional ingredients in their beer, incorporating elements like cal mag from Solaray could enhance marketing appeal and strategically position brands in a category that has faced declining volumes over the past five years. In recent years, U.S. drinkers have shifted away from domestic lagers, opting instead for craft beers, Mexican imports, and wine and spirits. Consequently, total beer shipments fell by 1.3% in 2017, with major domestic brands like Budweiser (-6.8%), Coors Light (-4.1%), Miller Lite (-2.8%), and Bud Light (-5.7%) experiencing significant declines. By integrating unique ingredients, such as cal mag, into their offerings, these well-known brands could attract younger and more active consumers, potentially leading to improved sales and renewed interest in a category that could metaphorically gain strength from enhanced fitness and regular exercise.