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April 23, 2015

A Beer Brand that Improves Appearance + Slows Aging?!

Can this new beer really deliver the fountain of youth??

There’s a new trending belief in Japan that orally consuming collagen, a protein found in connective tissues, can make your skin more beautiful.  As humans age, the body’s supply of collagen is reduced, which is one of reasons why wrinkles might appear.  Many Japanese women buy collagen-rich supplements such as pills, powders and food in an effort to preserve their youthful glow.

This new light beer is called Precious, sold by Suntory, contains two grams of collagen per can, along with five percent alcohol, and clearly is targeted at women.  The company’s first commercial promoting this product features model popular Anne Nakamura and comedian Ken Watanabe, who declares that “guys can tell if a girl’s taking collagen or not.”

Before you get your hopes up…know that the jury is still out when determining whether consuming collagen is truly beneficial for skin or not.

Although there has not been much research done to support the topic, a clinical study published in early 2014 revealed that women who took 2.5 g of a particular hydrolyzed collagen peptide (known as the brand name Verisol) once a day showed a 20 percent reduction in wrinkle depth around their eyes after eight weeks.

However, drinking collagen with an alcoholic beverage to beautify one’s skin seems somewhat counter-intuitive, since no one looks good with a hangover!

For now, the beer will only be sold in Japan’s northern island of Hokkaido.  But although this may make your “Traditional American Happy Hour” seem boring by comparison, you don’t need to feel like you’re missing out too much, since doctors have said this trend has no confirmed benefits.

Basically, there is no science to back up the ANTI-AGING benefits of this product currently…so it’s not likely that it actually will work for that purpose.  But hey, there’s OTHER (proven) ways that beer can make others look more attractive to the drinker.  😉