A beer maker in Germany is positioning its non-alcoholic brand as a recovery drink for sportsmen. Erdinger of Bavaria is hoping that its Alkoholfrei defies the downward trend of non-alcoholic beer sales in the past decade. The German brewer touts the carbohydrates and vitamins present in Alkoholfrei that aren’t offset by dehydration induced by alcohol.
Strong belief that Alkoholfrei can be successful in the United States, Erdinger claims
It is new to make a non-alcoholic beer seem like an athletics drink although beer has been associated with sports marketing for a long time in the U.S. In Europe, Alkoholfrei has been promoted as a fitness beverage. Erdinger has done this since 2001. Erdinger has been giving out free samples at major competitions and grass roots sporting events. In Europe, Alkoholfrei has become very popular. In forty-five U.S. states, it’s possible to get Erdinger products that are sold. In North America, Alkoholfrei merchandise will be promoted to get more sold. In Fort Kent, Maine, the Feb. World Cup biathlon happened. Along with skis and rifles, the European sportsmen had mugs of Alkoholfrei.
Beer is a sports drink for most
The color of Erdinger's Alkoholfrei is auburn. A foamy head is on there too. The beverage tastes like beer too. This is despite the truth that there isn't any alcohol in it. The beverage is promoted as "isotonic" and for sports. This is because it can help recover sportsmen from a workout because of all the carbohydrates and vitamins in it. Sodium, potassium, carbs and B vitamins are in beer typically along with ethanol although the recovery of an athlete isn't impacted by the levels in these compounds of beer, athletics nutritionists say. At least without the alcohol, Erdinger Alkoholfrei will help sportsmen rehydrate.
Will genuine German beer flavor, matter to Americans?
In the 1990s, non-alcoholic beer became part of the U.S. industry. It started with Sharps from Miller and O'Douls Anheuser-Bush. But sales for those brands have been in decline for more than a decade. The flavor of genuine German beer is in Alkoholfrei. This is what Erdinger is intending to convince Americans that don't like the idea of beer without alcohol. The energy drink without a sugar high and a German beer without a buzz are severe drawbacks to the beverage. Americans might be unwilling to pay $10 for a six pack of Erdinger Alkoholfrei.
Information from
San Francisco Chronicle
sfgate.com/cgi-bin/article.cgi?f=%2Fn%2Fa%2F2011%2F02%2F21%2Fstate%2Fn084141S20.DTL
USA Today
usatoday.com/sports/olympics/2011-02-13-3781689740_x.htm
Business Week
businessweek.com/ap/financialnews/D9LHEP0G0.htm
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