Aldi Süd now sells non-alcoholic protein beer from JoyBräu

The Hamburg-based start-up has won a major customer. The cooperation is part of Aldi's "What's Next" campaign.

What is probably the world's first non-alcoholic protein beer is now available at the discount store: Aldi Süd is adding JoyBräu from the Hamburg start-up of the same name to its range. From August 6, Aldi customers will be able to buy a can for 1.19 euros. JoyBräu is obviously made for athletes in particular, as it contains seven grams of protein per can, is isotonic and is supposed to refresh like a real beer.

"More and more people are turning to non-alcoholic drinks and we want to offer these customers innovative products," says Patrick Donath, Director Buying at Aldi Süd. JoyBräu was founded by Erik Dimter and Tristan Brümmer. "Erik and I have always been fitness enthusiasts and wanted to develop a beer that would cater to this trend even better - something like a perfect sports beer that you can enjoy without regrets," says Brümmer about the founding story. Together with the TU Berlin, they spent two years researching the recipe for their beer. The beer is brewed in Rhineland-Palatinate. Proteins and amino acids are added during the brewing process and the technology is patented.

Aldi Süd frequently gives start-ups from the food sector the chance to sell in the discount store. Start-ups can apply under "What's Next". The young companies supported include Wisefood, which has developed an edible drinking straw, and Saturo, which offers a wholesome meal to drink.