#94. Lifted: The UK's First High Protein, Alcohol-Free Lager

Send me a message 🤗This week I'm chatting with Tony Robinson, co-founder of Lifted - the UK's first 0.0% high protein craft lager made for athletes. Tony and his wife, Rebecca, launched their unique offering to solve a problem they were both experiencing - wanting additional protein in their diets whilst enjoying alcohol-free options after workouts. With over 250,000 cans sold and a fiercely loyal customer base, Lifted sits at the intersection of fitness culture and mindful drinking. Tony shares the challenges of creating a category of one, the lengthy R&D process of making protein beer actually taste good, and why they're determined to stay true to their "brewed for the stronger you" mission despite knowing that the requests for an alcoholic version would sell a lot easier.0:00 Tony's Lifted story6:04 Making an alcohol-free protein lager11:13 Who's drinking non-alcoholic protein beer?16:59 250,000 cans sold so far18:27 Customers & costs21:52 A category of one24:16 Developing the range26:44 Why protein?35:46 What's the point?38:59 Where to find Lifted39:40 The BBQ-QTRY LIFTED* - @LIFTED_BREWINGWE ALSO TALK ABOUT:Big Drop*Brew Dog Punk IPA*BEST EPISODE TO CHECK OUT NEXT#90. How Lucky Saint Is Brewing Beer You Can Believe In (Even at Lunchtime)Join the membership and get the resources you need to make the change you want - https://mindfuldrinking.substack.com/s/the-vault ===You can email me at [email protected]===🗝️ Join the membership and unlock full access to The Vault - https://mindfuldrinking.substack.com/s/the-vault===*Some links are affiliate links. If you make a purchase, I may earn a commission that helps me keep the show going. Thank you.