Alcohol that makes you look younger? Japan launches ‘collagen’ beer

medw_cowgirl-003Japanese company Suntory has launched an anti-ageing beer aimed at women

Bizarre beer: Suntory’s ‘Precious’ beer contains colleagen
 We love to drink it, but we all know that copious consumption of alcohol probably isn’t doing our bodies any favours.

A new brand of Japanese beer, however, claims to actually make you look youthful and more beautiful – because it contains collagen.

Collagen is a natural protein which keeps the skin plump and supple. As humans age, their collagen supplies deplete, which is one of the reasons we gain wrinkles.

“Precious” beer, which has been created by Japanese company Suntory, is said to contain two grams of collagen per can, and is firmly being marketed at women.

The rather bizarre advert declares that: “Guys can tell if a girl is taking collagen or not.”

Collagen-laced beauty products have been popular for a number of years Japan. Beauty-conscious women flock to restaurants which serve food naturally high in collagen – such as pigs trotters, shark fin and chicken skin – while grocery stores also offer collagen-boosting products.

In 2009, the convenience store chain Family Mart said sales of its collagen hot pots – known as “nabe” – had sold more than double their initial target since going on sale the year before.

Experts claim that eating the protein has no discernible anti-ageing benefits, but it certainly isn’t putting people off chomping on collagen.

Here at Telegraph Food, we reckon a beer that makes you look beautiful when you wake up with a hangover is the dream. But we might stick with Doom Bar for the moment.

Someone Somewhere

Japanese company Suntory has launched an anti-ageing beer aimed at women

 Suntory's 'Precious' beer contains colleagen
Bizarre beer: Suntory’s ‘Precious’ beer contains colleagen

A new brand of Japanese beer, however, claims to actually make you look youthful and more beautiful – because it contains collagen.

Collagen is a natural protein which keeps the skin plump and supple. As humans age, their collagen supplies deplete, which is one of the reasons we gain wrinkles.

“Precious” beer, which has been created by Japanese company Suntory, is said to contain two grams of collagen per can, and is firmly being marketed at women.

The rather bizarre advert declares that: “Guys can tell if a girl is taking collagen or not.”

Collagen-laced beauty products have been popular for a number of years Japan. Beauty-conscious women flock to restaurants…

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