With millions expected to start their new year by registering for Dry January, German brewer ERDINGER Weissbräu is encouraging people to think differently about giving up alcohol and how it might play a part in a healthier lifestyle longer-term.
ERDINGER Weissbräu is the world’s largest brewer of wheat beer and its Alkoholfrei option is brewed to the same exacting standards specified by the Bavarian Purity Law, Reinheitsgebot, as the rest of the range. The great taste and low alcohol content of ERDINGER Alkoholfrei makes it an obvious choice for anyone choosing to take part in Dry January but its longer-term benefits mean it’s a beer for life, not just January.
Peter Gowans, ERDINGER UK Country Manager explained “ERDINGER Alkoholfrei is low in alcohol at less than 0.5% ABV, low in calories (125 kcal per 0.5l serving) and its isotonic properties quenches thirst faster. It has become a popular choice of refreshment for many professional and amateur athletes who choose it as part of a healthier lifestyle and is a great option for anyone who wants to cut back on their drinking but still wants to enjoy a beer within their fitness routine.”
ERDINGER Alkoholfrei contains the essential vitamins C, B9 and B12, proven to aid recovery after sport, promote physical and mental performance, support the immune system and to have a positive impact on the cardiovascular system. And its distinctive identity as a genuine fitness drink is underlined by containing only 25 kcal per 100ml.
Spicy malt notes harmonise excellently with caramel-sweet nuances to give the beer its fantastic taste. Enjoyment is enhanced by the stimulating bitterness of aroma hops and a hint of light, fruity acidity. This is rounded out by finely sparkling carbonic acid. A compelling combination which has made the isotonic* recovery drink very popular.
“Whilst Dry January is a great incentive to start off the New Year in a healthy way” continued Gowans, “ERDINGER Alkoholfrei could provide the motivation for people to continue healthy living throughout the year without having to give up drinking a refreshing glass of beer and it is a must for many athletes at cycling, running and triathlon events around the country. As others follow their example and make sure their New Year’s resolution for a healthier lifestyle doesn’t fizzle out at the end of January, there are obvious benefits for licensed premises to support this growing trend by stocking ERDINGER Alkoholfrei.”
ERDINGER Alkoholfrei is a major player in the endurance sports scene with its own team of Professional and Age Group athletes. It sponsors a wide range of events throughout the year including Brighton, York and Manchester Marathons, The Outlaw and Windsor Triathlons, the Tour of Cambridgeshire, Tour de Yorkshire Sportive and L’Etape UK.
NOTES TO EDITORS
* Isotonic drinks have the same so-called osmotic pressure (approx. 290 mOsmol/kg) as human blood, i.e. they have the same concentration of dissolved particles. As a result, the concentration of such drinks does not need to first be compensated by the body and the ingredients can be absorbed immediately and enter the bloodstream.
For Further Information, contact: Kate Hempsall
M: +44 (0) 7534 190241