A German brewery is putting a new twist on no-alcohol beer. Erdinger is promoting its alcohol-free beverage as a sports drink.
The company describes its drink as an isotonic beverage with natural regenerative powers that help athletes recover from a workout. In other words, it's carbohydrate-rich refreshment without the alcoholic buzz of beer or the jitters caused by some energy drinks.
Several top athletes from Europe quaffed the beverage from giant mugs on the podium at the World Cup biathlons held this month in northern Maine.
But whether it's a success in the U.S. remains to be seen. Benj Steinman, editor of Beer Marketers Insights, doubts the makers of Gatorade have much to fear. He says sales of no-alcohol beer have been declining for at least the past decade.