Beer Brand to a Sports Drink
February 22/Portland, Maine/Chicago Sun-Times -- A Bavarian brewmeister is touting its no-alcohol beer as the latest sport drink for athletes, handing it out at the finish line of sporting events and touting its regenerative benefits.
Unlike Gatorade, Erdinger Alkoholfrei is served up with a frothy head, and it comes in one color -- a golden hue -- unlike conventional sport drinks. Several top athletes from Europe quaffed the beverage from giant mugs on the podium of the World Cup biathlons held this month in northern Maine. The company touts the beverage as an isotonic, vitamin-rich, no-additive beverage with natural regenerative powers that help athletes recover from a workout. "In other words, it's carbohydrate-loaded refreshment without the alcoholic buzz of beer or the jitters caused by some energy drinks. A very healthy product," said Glenn McDonald, U.S. manager for Erdinger.
From the February 23, 2011, Prepared Foods' Daily News
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