Irish nutrition group Glanbia has dipping its toe into the non-alcoholic beer market in the US.
The company is launching ChampionSips on a limited-edition basis under its sports-nutrition brand Optimum Nutrition.
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Glanbia said the product is less than 0.5% abv and was brewed with Wisconsin Brewing Company.
“ChampionSips has the crisp, refreshing American pils style experience people expect, but with something you don’t typically find in the beer aisle,” a spokesperson said.
Each 16 fl oz (473ml) can contains 10g of protein derived from pea and rice, alongside 90 calories and 11g of carbohydrates.
Kevin Zerman, president of Wisconsin Brewing Company, said the tie-up challenged the brewer “to think differently about what a non-alcoholic brew could be”.
He added: “The partnership may seem unconventional but that’s what made the challenge so interesting to us.”
Glanbia is selling ChampionSips through Optimum Nutrition’s direct-to-consumer website in four-packs priced at $14.99, while supplies last, with availability limited to select US states.
The product is not available for purchase in Georgia, Idaho, Kansas, Michigan, Mississippi, Nebraska or South Carolina.
“The launch is designed as a small-scale test that allows Optimum Nutrition to learn from consumers, better understand where the brand has permission to stretch and evaluate potential in a new adult social occasion. We’ll look at consumer response, engagement, sell-through and what we learn from the launch before determining any next steps,” the Glanbia spokesperson said.
The spokesperson pointed to rising sales of non-alcoholic beer in the US, noting dollar sales grew more than 16% last year. Almost two-thirds of Gen Z, they added, said the planned to drink less alcohol.
“Our approach to innovation starts with the consumer, so we asked whether there was an opportunity for Optimum Nutrition to show up differently in that occasion. ChampionSips is our way of exploring that,” the spokesperson said.
“The obvious comparison is non-alcoholic beer but we’re really looking at the broader adult social occasion. Consumers have more choices than ever in what they drink in those moments, and ChampionSips gives us a way to explore where Optimum Nutrition might have a role.”
Glanbia sells sells supplements, ready-to-drink beverages, and protein bars under the Optimum Nutrition brand across more than 100 countries.
