Lifted - Tony Robinson

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

Play Time:

44 Minutes

Can of Lifted alcohol-free, protein beer on a blue background

Podcast cover for Low No Drinker Ep#94. Lifted: The UK's First High Protein Alcohol-Free Beer

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QUICK QUOTES:

"I did a CrossFit event at the weekend and the first person that came to speak to me goes 'you've got an alcoholic version?' I was like, oh no, not this again."

"If I were already drinking alcohol-free beer, why would I not have one that was better for me or macro-friendly?"

"We really are wanting this to be a product that is for the high achievers, the people that want to make progress, the people that are putting the work in."

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 story
6:04 Making an alcohol-free protein lager
11:13 Who's drinking non-alcoholic protein beer?
16:59 250,000 cans sold so far
18:27 Customers & costs
21:52 A category of one
24:16 Developing the range
26:44 Why protein?
35:46 What's the point?
38:59 Where to find Lifted
39:40 The BBQ-Q

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