Fitness beer is actually good for the body/

Lean Machine Ale is a low-calorie, nutrient-heavy alcoholic beer that is designed to boost muscle recovery after exercise.


A beer could perhaps be said to be the greatest way to unwind — something the UK’s Deskbeers has tapped into with its Friday afternoon office delivery service. However, it’s not the most healthy method of relaxation, thanks to the calories, its dehydrating qualities and the next-day hangover. Lean Machine Ale aims to change that, offering a variety of fitness-enhancing qualities.

Created by Canada-based VAMPT Brands, the beer is not only a healthy alternative to traditional ales, but is actually being marketed as a sports drink. At 0.5 percent ABV, the drink is classified as a light pilsner and won’t get you drunk — instead it contains antioxidants and electrolytes that will help the body recover from exercise and replenish vital nutrients. A can of the beer is only 77 calories, but contains 7g of protein and seven different vitamins. The beverage also boosts the immune system and is gluten-free. Those wanting to sample the beer can pre-order a 24-pack for USD 150, which comes with USD 150 in Lean Machine shares, a hat and shirt, and an invitation a local launch party.

Lean Machine Ale is one of several brands that are redefining popular food and drink items and expanding the boundaries of what they can be. Are there other typically unhealthy foods that could be given a fitness makeover?



About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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