Gama Innovation Award: Beauty Aloe Beer
Gama Innovation Award – Product
MANCHESTER – 27th May 2016: This month, the Gama Innovation Award – Product goes to a new player on the emerging functional beer scene that features the ‘beautifying’ benefits of aloe vera: Beauty Aloe Beer.
Launched by Spanish firm Alimentos Para El Siglo XXI, Beauty Aloe Beer bids to appeal to female drinkers with an ‘easy-drinking’ and ‘refreshing’ formula with the additional promise of beauty benefits . The "craft" beer’s standout ingredient – comprising 10% of the overall composition – is natural and organic aloe vera juice, which is added to the product recipe alongside more conventional brewing ingredients such as malt, hops and honey.
"Beauty Aloe Beer is another example of the diversification that is now taking place in the beer space", said Gama editorial director Tom Warden. "In particular, it underlines how beer can be opened up to female consumers, not only through lighter and more ‘refreshing’ flavours, but also lifestyle-oriented concepts that promote health enhancement properties generally – and beauty benefits in particular – through formulations centred on natural, plant-based functional ingredients".
Image source: Alimentos Para El Siglo XXI / Gama (montage)
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
Notes to editors
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