Beer comes with health benefits,
Heineken’s
chief commercial officer told CNBC, offering drinkers a new reason to indulge.
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Bloomberg |
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A half pint of Heineken contains around 85 calories
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“There is everything healthy about beer,” said Alexis
Nasard, chief commercial officer for the Dutch brewing giant.
Nasard argued that beer has fewer
calories than milk and contains no additives.
“Beer has much less calories than
many things you can think about… Beer has fewer calories than a glass of milk,”
he said.
“The other thing is beer is one of
the few drinks that is purely natural; it is water, hops, barley and yeast,
which is quite healthy.”
Nasard’s comments were reminiscent
of Guinness’s famed advertising slogan, “Beer is good for you,” dating from the
1920s. Pregnant women and nursing mothers were encouraged to drink Guinness for
its reputedly high iron content.
According to the U.K.’s Beer
Education Trust, a half-pint (284 milliliters) of 3.8 percent bitter (pale ale)
contains 85 calories, while the same-sized glass of orange juice has 128
calories.
Meanwhile, a medium-sized glass
(175 milliliters) of white wine contains 131 calories and red wine has 119
calories.
“Beer is around 95 percent water,
contains very few free sugars to convert into fat, which gives it a low
glycaemic load, and has a relatively low level of alcohol (ethanol) per volume.
This all means that it is less fattening than spirits or wine,” said Jack
Edmonds, a Harley Street General Practitioner in London, in a report by the Beer
Education Trust.
“It is not beer that makes you fat
but the lifestyle and eating habits which may go along with beer drinking.”
Edmonds added: “However this
doesn’t mean we can all rush out and drink huge amounts of beer… All the
benefits of beer — health, social and psychological — are only enjoyed when beer
is drunk in moderation and preferably with a low alcohol content.”
In his interview with CNBC, Nasard
said that
Heineken
[HEIA-NL 48.61
-0.095 (-0.19%)
]
, the world’s third largest brewer, aims to surprise consumers with
its branding and advertising campaigns.
“You want to keep it cool, but you
also want to keep it surprising. What we want is to come with surprising
messages, which get people saying ‘What are they doing?’” he said.
“We were one of the first brewers
that tried to move away from the ‘big fat beer’ jokes, creating advertising that
is unisex, complex and has an artistic dimension.”
Nasard highlighted Heineken’s
product placement in the latest James Bond film, Skyfall, as an example of the
brand’s “surprise” policy. In his third appearance as Bond, Daniel Craig is
shown sipping a Heineken beer rather than his trademark vodka martini.
by CNBC.com