imblake3

Well I guess I did say AMA, not AMAA...

The business account is currently almost dry at $3,800. We haven't started selling yet, so we have had plenty of expenses with no revenue. That's why we're turning to Kickstarter now to help ramp up production and distribution to get the beer on shelves!

I have a lot more in my personal account, so it's about time for me to double-down on my initial investment into the company.

Edit: Thanks for the gold!

It saddens me that the craft beer industry has already gotten to the point of discouraging innovative (and sometimes downright weird) new products. I appreciate your insights, but I have conducted extensive market research which it sounds like you would argue I should value more than "intuition."

Our marketing simply tells what is contained in our beers - that they are fortified with whey protein. Our target customer already uses whey protein, so he or she knows the benefits, and we don't have to describe them. The market of fitness enthusiast who drink is HUGE, actually much larger than the craft beer market. A post about our beer was trending to be the top post over on r/fitness until it was removed. People who regularly exercise drink more than those who do not. I'll cite a study: "drinking is associated with a 10.1 percentage point increase in the probability of exercising vigorously." Have you ever run a 5k or a marathon? Ever see what they always drink at the end of the race?

My goal is to create a completely new segment of beer. Yes, it is craft beer by definition, but craft beer enthusiasts who don't work out are not our target market. We believe we can take some more of the macro beer market with a product that has a claim other than simply "ours tastes better." Don't think it can happen? That was the thought for craft beer as a whole 15 years ago.

We do not produce a novelty beer, we make a great tasting beer with extra protein to meet your fitness goals. No one can say whether than is novelty or not except the customers. You probably said Not Your Father's Root Beer was a novelty, as well, but I'd really like to be in their shoes right now.

Appreciate you sharing your industry intuition with me. You are correct that much of the craft beer segment will not care about our product,, and that's exactly what we expect. I think you and I would both be happy taking a little more market share from AB & MillerCoors, so cheers to that!

You can see this displayed better on our website, but here our are two beers. We have a light beer for cutting, and a heavier, full-flavor beer perfect for bulking:

Brewtein - 7g protein, 13g carbs, 5% alcohol, 178 calories

NutriBeer - 4g protein, 7g carbs, 4% alcohol, 122 calories

I strongly encourage it. Puts a new meaning to getting swole off protein beer.

We developed a unique brewing process that allows us to add whey protein in a way that's sanitary (hugely important for brewing) and maintains the nature of the protein. So it means when you're drinking the beer, you get 7g of protein or 4g for our lighter beer. If you're going to be drinking, you can skip your protein shake after your workout and have a few protein beers instead!

There is some debate on the impact of alcohol on muscle growth and fat loss, but check out this article for a summary. Basically, alcohol doesn't have as much of an impact as most fitness circles like to say, and if you're going to be drinking anyway, might as well make it more nutritious.