Optimum Nutrition has introduced ChampionSips™, a limited-edition non-alcoholic brew containing 10g of protein, targeting consumers seeking a healthier social drinking option. This launch represents a shift for the brand, known for its sports nutrition products, and offers a beer-style beverage designed for active individuals.
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Brewed in partnership with Wisconsin Brewing Company, ChampionSips delivers an American pils-style beer experience with nutritional benefits. Each 16 fl. oz. can includes:
- 10g of protein (from pea and rice)
- 90 calories
- 11g of carbohydrates
- 0g of fat
The beverage contains less than 0.5% alcohol by volume, maintaining a familiar taste while being crafted from malted barley and hops.
Optimum Nutrition's decision to enter the non-alcoholic sector aligns with a broader trend among consumers who wish to blend their wellness routines with social experiences. According to the brand, 62% of Americans have expressed regret for choosing to stay in instead of going out.
Jeff Schoenfield, Director of Innovation at Glanbia, highlighted the company's consumer-led focus in developing ChampionSips, aiming to enhance social occasions while supporting healthy lifestyles. Made for tailgates and social gatherings, ChampionSips aims to eliminate the trade-off between commitment to fitness and participation in social events.
Wisconsin Brewing Company's President, Kevin Zerman, remarked on the collaboration, emphasizing its innovative approach to creating a protein-forward non-alcoholic drink, balancing health and traditional taste expectations.
ChampionSips is now available in 4-packs for $14.99 at OptimumNutrition.com, exclusively for U.S. consumers aged 21 and older, while supplies last. The product is not available in several states, including Georgia and South Carolina.
This launch is significant for beverage buyers, reflecting current trends in the market, such as the rise of non-alcoholic drinks, demand for high-protein options, and the shift toward functional beverages. Operators can look at this launch as a case study for potential growth in the beverage sector, with insights into consumer behavior and preferences in social settings.