E-Malt.com News article: 1677

Millions of Americans following a low carbohydrate lifestyle will soon be able to enjoy an imported Belgian beer that has the lowest carb count of any other beer on the market. Martens Low Carbohydrate, brewed by Brouwerij Martens of Bocholt, Belgium and imported by Elite Brand Imports of Kalamazoo, MI was unveiled yesterday at the National Beer Wholesaler Association's (NBWA) 66th Annual Convention and Trade Show in Las Vegas, Nev, PRNewswire reported on October 14.

Martens Low Carbohydrate contains only 2.1 grams of carbs per serving, the lowest carb count of any beer on the market. Martens is distinguished from other low-carb beers by its imported beer taste. Martens received rave reviews from both wholesalers and trade industry experts attending the NBWA trade show.

"The response to this beer has been incredible," said Rick Davis, Elite Brand Imports Vice President, Sales and Marketing. "Martens Low Carbohydrate has three huge selling points that quite frankly the other low-carb contenders just don't have. It's got fewer carbs than any other beer, it's imported from Belgium, and it tastes like a regular, higher-carb beer."

It's estimated that at least 24 million people nationwide have tried the low-carb lifestyle. Food and beverage marketers are quickly developing low carbohydrate alternatives to capture a portion of what promises to become a huge market.
"I've been doing the low-carb regimen myself for two years now," said Eric Marvin, Elite Brand Imports Marketing and Public Relations Manager. "It's more of a lifestyle than a diet, and it's serious business. For those who count carbs, the difference between Martens with 2.1 grams of carbs and Michelob with 2.6 grams is huge."

Marvin said the millions who have already adopted the low-carb lifestyle are desperate for low carb alternatives that offer the taste and quality of regular food and beverage products. "Some of the low-carb food and beverage products currently on the market either have the consistency of burlap or taste like heavily watered-down versions of what they're supposed to be. Those of us who get it right are going to dominate the market with our quality," Marvin said. "When people taste Martens Low Carbohydrate, they won't know they're drinking a low-carb beer unless they read the label."

Martens Low Carbohydrate is brewed and bottled in Bocholt, Belgium by Brouwerij Martens. Established in 1758, the brewery is one of the oldest in Belgium and brewmaster Fons Martens is the eighth generation of his family to carry forward the tradition of crafting Belgian beers. The market for Belgian beer has been experiencing very favorable growth over the past two years and during the first half of 2003 alone, demand for Belgian beers rose 17 %.

Elite Brand Imports has already introduced Martens Low Carbohydrate to select on-premises locations throughout Michigan. The beer will be introduced to markets nationwide in both off- and on-premises outlets over the next several months.


15 October, 2003