Mark Rieth, the former longtime owner of Detroit’s Atwater Brewery, is launching a healthier alternative to non-alcoholic beverages and sports drinks.
The new line, called FÜL (pronounced “fuel”) Beverage, will begin to appear on retailer shelves across the state, as well as at select restaurants. The colorful drinks are designed to deliver taste and hydration without unnecessary additives or calories.
“We’re confident that once people try them, they’ll be hooked and back for more,” Reith said in a statement.
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Detroiters will have a chance to sample the drinks during a kick-off event from 5:30 to 8 tonight at the Detroit Athletic Club.
The line currently consists of six products: two non-alcoholic beers, two pre-workout drinks and two post-workout drinks, with plans for additional products in the works. The beers will be available to purchase in 6-packs, and the workout drinks will be available for purchase individually or in 12-packs.
Rieth operated Atwater Brewery in Detroit’s Riverside District for more than 20 years, growing the business into a large, successful brewery until selling it to Molson Coors in 2020.
As the president of FÜL, he said he’s focused on creating healthier, fresher, more refined beverages crafted for a social setting, and appealing to anyone seeking “tranquility, harmony, peace, understanding, self-healing, enlightenment and recovery.”
Rieth hopes that the beverages can provide a boost of energy and replace electrolytes and lost water when you need to recover post-workout.
“Unlike most sports drinks, we use all natural flavors and no preservatives,” Rieth said in a statement. “The pre-workout drinks ditch the unhealthy sugars and use natural coffee-berry caffeine and are lower in calories versus their counterparts.”
As for the non-alcoholic beers, they’re crafted to deliver a full beer flavor profile without the alcohol. These low-calorie alternatives are meant to be enjoyed on a sunny day or whenever you find yourself reaching for a beer.
“Nonalcoholic beers have been around for decades, but a few brewers treat them with any real respect or pay careful attention to flavor,” Reith said in a statement. “FÜL will change that with delicious, hydrating beers for active people who love the taste, but are on-the-go or need to make the drive home.”