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Deschutes Tags Into Hard Sports Drink Segment with Firelyte

Deschutes Tags Into Hard Sports Drink Segment with Firelyte

A new player has stepped onto the hard sports drink field. Firelyte (4.5% ABV) – a sports drink-inspired flavored malt beverage (FMB) from Bend, Oregon-headquartered Deschutes Brewery – rolled out last week.

Health Claims Pose Potential Regulatory Hurdle for Hard Sports Drink Makers

Health Claims Pose Potential Regulatory Hurdle for Hard Sports Drink Makers

Non-carbonated hard sports drinks may look and taste similar to Gatorade, Powerade and Body Armour, but they are forbidden from making health-related claims or even calling themselves sports drinks, McDermott, Will & Schulte partner Alva Mather reminded attendees during a recent webinar.