retail news in context, analysis with attitude

•  Bloomberg reports on a niche category that may be gain some traction going forward - "performance beer."

According to the story, "The idea of alcohol coinciding with an athlete’s regimen might seem counterintuitive. And it certainly shouldn’t replace water. But breweries have been incorporating electrolytes and even buckwheat and bee pollen to ameliorate dehydrating damage to the body. The market is still small—the Brewers Association estimates that performance beer constituted 1% of the craft beer market, which itself was 13% of the total market—but brewers say there are signs of growth. Some appeal to millennials who want to consume fewer calories and might put down their hard seltzer for a light beer with flavor."