Beer That Tastes Like Beer But Doesn't Get You Buzzed Is Booming

www.bloomberg.com

Thomas Buckley:

Producers say sober brews are a natural fit for lunch menus, and they’re starting to market them as sports drinks; in Germany, they’re a popular choice for marathon runners.

And:

“You get a few snobs who say, ‘It’s not beer,’ ” Kean says. “But to us, beer is about the ingredients, a social drink that brings everyone together—it’s not about the alcohol at all.”

I may be considered a bit of a beer snob -- see: the title of this newsletter -- but I also love this idea and trend.

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