#FitFam Brands Find Common Ground with Alcoholic Beverage Market

Read just about any fitness article that mentions the consumption of alcohol and it have you believing it will absolutely destroy any of your physique goals. So, why have more fitness-focused companies aligned themselves with alcoholic beverages? Fact is, negativity towards alcohol within a healthy person's life wasn't always so grim, as advertising in the 1920s said “Guinness is good for you!” Today's "sensationalism drives consumerism mindset" has tried to replace balance, but three shifts in the last 10 years have fitness-focused and alcoholic beverage brands converging and leveraging common ground. The strongest functional CPG lifestyle brands (ie. Alani Nu) will continue to push the boundaries on product development that expands outside of traditional categories. Additionally, the trend of partnering with alcoholic beverages on marketing activations is only getting started as fitness-focused brands embrace the reality that being “hardcore chicken/veggies/rice 24/7/365" is about as valuable as those plastic trophies single-minded fitness competitors ruin their lives for in today's dynamic business environment.