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TRENOS SiGINT: Functional Beer Moves From Pub Culture To Recovery Culture
In the UK, Heineken’s Outd00r Brewing launch signals a shift from “non-alcoholic beer as substitute” to non-alcoholic as functional beer lifestyle product. The brand’s language - “Movement tastes better when it’s shared”, “crafted for after”, electrolytes, vitamin C, magnesium, isotonic - moves beer out of the old drinking occasion and into the social wellness occasion.
JC - Analyst
4 days ago2 min read
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