Milford-based Athletic Brewing Co. has teamed up with Super Coffee from Austin, Texas to create a new pre-workout brew called “Suped-Up.”
The non-alcoholic beer is brewed with coffee and spent brewery’s grains. It is an extra dark brew that contains 5 grams of protein. The idea for Suped-Up was created by Athletic Brewing co-founder Bill Shufelt and Super Coffee co-founder Jimmy DeCicco.
“Suped-Up is a wonderfully balanced brew made with two pounds of coffee per barrel and upcycled barley rice protein,” said Athletic Brewing Co-Founder and Chief Product Officer John Walker. “It took us several months to develop and refine our process, but we’re super excited with the final recipe. It has distinct roasty and chocolatey notes with a pop of bold coffee flavor.”
Walker and DeCicco met at a fitness event in 2021 and quickly recognized the overlap with the customers of their products and thought it would be fun to team up.
The two companies created an ad to promote the new brew which features four athletes, including Athletic Brewing ambassador Brian Mazza, fitness influencer Matt Choi, personal trainer Tara Nicole, and Austin-based creator Rose Lichtenfels.
The company announced that Suped-Up will be available for a limited time on athleticbrewing.com beginning March 7.
Contact Matt Verrilli at mverrilli@newhavenbiz.com.
