Scandinavian clothing brand Craft Sportswear is taking an unexpected turn from making athletic apparel to create an unexpected beverage for runners and athletes alike - craft beer.
Aptly named "Craft Beer," the new alcoholic beverage is the brainchild of Swedish agency Forsman & Bodenfors, and is made with added nutritious vitamins and minerals to help athletes with recovery.
Brewed by Swedish beer maker Spike Brewery, Craft's latest product was first introduced at the popular 108-mile marathon Ultra-Trail du Mont-Blanc, and will continue to be sold in future races and events.
Craft head of brand Niklas Moberg emphasized the company's drive to support runners and running culture through its various products.
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It’s Okay To Take a Beer After a Workout
Craft Sportswear's entry into the world of food and beverage aligns with its goal to uplift the running community by introducing a unique beer-like beverage to the market.
While beer might not be the obvious choice for post-workout refreshment, Mimmi Kotka, a sports nutritionist and runner associated with Craft's Elite Run Team, explained that the low-alcohol and nutrient-rich content in this brew could meet the body's post-exercise needs.
True enough, the limited-edition beer contains ingredients like extra B vitamins, dietary fiber, potassium, antioxidants and minerals not commonly found in mainstream beers.
"This, together with the calories, might be precisely what the body needs as they are essential for supporting training adaptations and recovery,” Kotka shared.