In a bid to cash in on the latest beauty trend of consuming collagen, Japanese company ‘Suntory Holdings Ltd’ has released a special brew of collagen-infused beer.
The trend has Japanese women believing that eating copious amounts of collagen – the structural protein of connective tissues – will lead to beautiful, younger-looking skin. The seemingly innocuous trend has caught on rapidly – stores are filled collagen-laced beauty products, and women are willing to gulp spoonfuls of powdered collagen mixed into protein shakes. They also flock to restaurants that serve foods naturally high in collagen – pig trotters, chicken skin and shark fin.
But the collagen-infused beer, called ‘Precious’, is a stroke of marketing genius – now women can get drunk and beautiful at the same time! Suntory announced the new product on April 7 – it is a light beer, containing 2 grams of collagen and 5% alcohol per can. Their tag declares: “Guys can tell if a girl is taking collagen or not.”