Cookies and milk. Peanut butter and jelly. Beer and sports. You don’t question why these things go together — they just do. Fitness freaks are combining their favorite athletic activities with their favorite frothy follow-up beverages. Yoga and marathon running are becoming inseparable from beer. These pairings are hot, hot, hot — and here’s why:
Shared locations. Small businesses and corporations alike are working to target millennial customers. They’re educated, picky and have discretionary income that makes them the ideal audience. Local craft breweries — a millennial favorite — are sharing their space with hip yoga studios to maximize space because they are targeting the same consumers. Yogis can come practice their moves and enjoy a refreshing, post-class refreshment.
Celebration. The main purpose of yoga is to stretch, relax and celebrate the place you’re in — and nothing says celebrate like raising a glass at the end of the day.
Potential health benefits. According to a study by Technische Universitaet Muenchen in Munich, the compounds found in beer can play a part in recovery and illness prevention in athletes. In the study, beer drinkers experienced greater immune system support, shorter colds and milder infections post-marathon racing. Beer can serve as a re-hydrator after your marathon run. Most American beers are approximately 90 percent water with an alcohol by volume of approximately 4.6 percent, which makes this post-race drink a protein with a third of the calories coming from carbohydrates. Beer also contains ethanol (like red wine), which lowers bad cholesterol and increases good cholesterol, making it heart-healthy.