Beats and Ambev are launching a bar that makes it difficult to absorb alcohol. With the launch of On By Beats, a lot of water distribution and awareness in the main parties of the weekend, the brand will exalt the moderates, who will be with everything to enjoy the parties to come.
A barrinha On By Beatswas created to promote a healthier relationship between consumers and alcohol and encourage a culture of moderation in Brazil. “We know that the long holiday comes with a marathon of parties and to enjoy, keep good memories and fun, moderation is needed. We brought this subject to the discussion in an innovative and current way, with the Carnamarathon campaign: where moderates will be exalted!ON BY BEATS with state-of-the-art technology wants to reinforce that it is important to eat before drinking, hydrate and always be responsible.”, explains Cauê Souza, Beats Marketing Manager.
A barrinha On By Beatsis capable of reducing about 20% the absorption of alcohol in the body per calorie ingested and was clinically tested in Canada and at the University of Passo Fundo, in Rio Grande do Sul. In tests conducted with the Brazilian university, in addition to measuring the degree of alcohol absorption, the satiety of the participants when consuming a bar was also evaluated, with the aim of understanding the relationship between consumption and the willingness to eat or drink more. The results showed that, after consuming the product, the participants felt a feeling of satiety, which would lead to less drinking.
The product is the result of the work of Smart Drink LAB, Ambev’s new innovation area, which aims to translate the concepts of moderation into products. And this project specifically embraces the concept of “eating before and during beverage consumption”. These are potentiating technologies, but they reflect very basic concepts that are attainable to all consumers and revelers – remembering to eat and hydrate while enjoying yourself.
“To leverage research and accelerate the development of projects in the area of moderation, we went in search of partnerships and continued to work intensely to develop high-impact solutions. There were several studies carried out and we are sure that they will contribute a lot to the health and quality of life of consumers.”, says Anna Paula Alves, Institutional Manager and responsible for Ambev’s moderate consumption platform.
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