“Brewing a Healthier Future: The Rise of Functional Beers in the Craft Beer Market”
The idea of healthier, more beneficial beers may initially sound contradictory, but this trend is gaining traction among consumers who value functional ingredients. With Sierra Nevada, the nation’s third-largest craft brewery, acquiring Sufferfest, these types of beers may soon be available nationwide. Sufferfest’s founder, Caitlin Landesberg, a long-distance trail runner, explained to Fast Company that her goal was to create a beer that runners could enjoy after a race while also providing benefits. The FKT pale ale features low gluten levels and is infused with black currant and sea salt, delivering essential electrolytes and sugars that aid in recovery post-race. Landesberg shared with Healthyish that she envisioned Sufferfest as “the Gatorade of beers” when she launched the brand three years ago.
Several other breweries are also exploring the functional beer market, including Dogfish Head from Delaware, Boston’s Harpoon Brewery and Zelus Beer Co., along with Avery Brewing from Colorado. Connecticut-based Athletic Brewing specializes in non-alcoholic beer, available in taprooms and through online distribution on the East Coast. Additionally, the Boston Beer Company offers 26.2 Brew, a marathon-themed beer crafted with Himalayan sea salt and coriander, containing 9 grams of carbs and 120 calories.
Major breweries may find motivation to embrace the functional beer trend, especially as many are seeking ways to boost sales. Although not all consumers prioritize functional ingredients in their beer, incorporating them could enhance marketing appeal and reposition a category that has experienced declining volumes for the past five years. American drinkers have shifted away from domestic lagers in favor of craft beers, Mexican imports, wine, and spirits, leading to a 1.3% drop in total beer shipments in 2017. Major domestic brands like Budweiser (-6.8%), Coors Light (-4.1%), Miller Lite (-2.8%), and the leading U.S. brand, Bud Light (-5.7%), have all seen declines. By integrating unique ingredients—similar to how Citracal chewable calcium provides added health benefits—these established brands could differentiate themselves from competitors, thus attracting younger, more active consumers. This shift could potentially lead to improved sales and renewed interest in a sector that could metaphorically gain strength from increased exercise and regular workouts, much like the benefits of Citracal chewable calcium for bone health.
