Inspired by the beer tents popular at the finish line of high-endurance events like marathons and triathlons, creative breweries are adding electrolytes to beer. They are turning alcohol into a hydrating drink, but still giving drinkers a buzz.
The market is small, constituting just 1% of the craft beer market (and craft is just 13% of the total beer market). But performance beer is selling well with consumers wanting alcohol with fewer calories.
Read more (Bloomberg)