Google it: Wellness beers

Would you sweat for beer?

Google Trends, US interest in search term “Sufferfest beer” — one of the leading brands in wellness beers

What is it, and why is it a trend?

The wellness trend has spread into every nook and cranny possible. And the latest in the series are wellness beers — aka recovery beers — aka functional beers. They are (usually) low in alcohol, but enhanced with performance boosters; they are brewed with added salts, potassium, sodium, electrolytes, even chia seeds and bee pollen, to name a few — all with the purpose to help us re-hydrate and replenish the nutrients lost after a good sweat. And they are positioning themselves as a fun alternative to sports drinks.

A boozy Gatorade?

The most interesting part of the craft beer market’s take on the wellness trend is how they are positioning it with consumers. With their on-point taglines — “will sweat for beer”, “crafted for your active lifestyle”, “#1 cool-down companion” — they are all suggesting not just a physical recovery, but an emotional one as well by focusing on the fact that it helps with team bonding and motivation after a workout. As such, the social aspect of beer drinking helps with our emotional wellbeing, which in turn leads to better performance out on the field, even if the ingredients themselves potentially fall short of the promise.

And celebratory beers aren’t new. Ask any endurance athlete or a causal ‘Sunday football in the park’ player what the highlight of their workout is, and most of them are likely to mention celebrating with a beer at a finish line or ending the team match with a pint at the pub. And while we may be on the constant hunt for the next “good-for-you” thing, the truth is that most of us don’t want to give up on our indulgences. This is why “better-for-you” things — whether it’s recovery beers, vegan burgers, or keto cookies — are the next best option.

Harpoon’s “Rec League” beer boasts only 120 calories so “you can enjoy it guilt free, not to mention it has a low ABV of only 3.8% so you can indulge when you want without getting that buzz you were not exactly… expecting”. Harpoon also gives tips on how to enjoy this cool-down companion — everything from cooling down after a tough game of softball, house chores like shoveling or mowing the lawn, to stressful social situations like meeting your partner’s parents or hosting your kid’s 7th birthday party with their entire grade.

Zelus Beer, on the other hand, has a more serious take on recovery beers. Named after the Greek god of spirit and competition, the beer is brewed specifically “for your active lifestyle”. The patent-pending brewery process boasts a new type of “hydration-friendly”, low-alcohol beer which ensures “toasting your personal record won’t impede recovery”

Healthy-ish trend is not exclusive to Food & Beverage brands

It’s not just beer and snacking brands that are jumping on the “better-for-you” bandwagon. Ahead of this year’s London Marathon, New Balance (the athletic wear company), partnered with Strava (a fitness tracking app) to launch “The Runaway Pub” as part of its Everybody’s Race campaign. It lets participants exchange the miles they ran and logged on Strava, for beers at The Runaway pub. New Balance is just one of many companies that is acknowledging the consumers’ desire to balance strict diets and rigorous exercise regimes with an occasional indulgence.

Will it last?

I doubt that recovery beers will ever replace water and sports drinks as a way to genuinely refuel. But let’s not underestimate the appeal of the “better-for-you” trend. It makes sense to make the commemorative pint a little more functional while not having to compromise on the taste and the social & emotional benefits it brings. And it’s not just athletes who find this appealing — many of us want a delicious beer without feeling hungover or bloated the next day from two pints.

Wellness beers are a smart path to a sustainable future for the craft beer market, and conventional breweries will soon start picking up on the trend too.

Cheers to that! :)