Ex-owner of Atwater Brewery launches 'FÜL' craft energy drinks, nonalcoholic beers
The former longtime owner of Detroit's Atwater Brewery is launching what he calls a healthier alternative to nonalcoholic beverages and sports drinks.
The new line, called FÜL (pronounced “fuel”) Beverage, will begin to appear on retailer shelves across the state, as well as at select restaurants. The colorful drinks are designed to deliver taste and hydration without unnecessary additives or calories.
“We’re confident that once people try them, they’ll be hooked and back for more,” Mark Rieth said in a statement.
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The line currently consists of six products: two nonalcoholic beers, two pre-workout drinks and two post-workout drinks, with plans for additional products in the works. The beers will be available to purchase in six-packs, and the workout drinks will be available for purchase individually or in 12-packs.
Rieth operated Atwater Brewery in Detroit's Riverside District for more than 20 years, growing the business into a large, successful brewery until selling it to Molson Coors in 2020.
As president of FÜL, he said he's focused on creating healthier, fresher, more refined beverages crafted for a social setting, and appealing to anyone seeking “tranquility, harmony, peace, understanding, self-healing, enlightenment and recovery.”
Rieth hopes that the beverages can provide a boost of energy and replace electrolytes and lost water when you need to recover from a workout.
“Unlike most sports drinks, we use all natural flavors and no preservatives,” Rieth said in a statement. “The pre-workout drinks ditch the unhealthy sugars and use natural coffee-berry caffeine and are lower in calories versus their counterparts.”
As for the nonalcoholic beers, they’re crafted to deliver a full beer flavor profile without the alcohol. These low-calorie alternatives are meant to be enjoyed on a sunny day or whenever you find yourself reaching for a beer.
“Nonalcoholic beers have been around for decades, but few brewers treat them with any real respect or pay careful attention to flavor,” Rieth said in a statement. “FÜL will change that with delicious, hydrating beers for active people who love the taste, but are on-the-go or need to make the drive home.”
Correction: This story previously mentioned a kick-off event scheduled for today. That event is only open to the media.
This article originally appeared on Detroit Free Press: FÜL Beverage brings craft energy drinks to Michigan
