Veteran Detroit brewer Mark Rieth is launching a brand of non-alcoholic beer and naturally flavored sports drinks called FÜL.
Pronounced “fuel” and billed as a smart alternative to drinks containing lots of sugar, the beverages are now appearing on retailer shelves across Michigan.
Rieth says FÜL’s initial six products promise a “refreshing” taste that will appeal to anyone searching for “tranquility, harmony, peace, understanding, self-healing, enlightenment, and recovery.”
“We recognize that’s an audacious promise,” Rieth says, “but we think we’ve developed some audacious beverages that are uniquely and intelligently crafted for social drinking pre-workout when you just need a bit of extra energy or post-workout when you need to recover.”
Rieth operated Atwater Brewery for more than 20 years, taking it from a small tap house batch brewer to one of the largest and most successful breweries in Michigan, before selling the enterprise to Molson Coors in June 2020.
At Atwater, Rieth says he was committed to restoring Detroit’s heritage as a brewing powerhouse. Now he says he’s set his sights on reimagining non-alcoholic beers and sports drinks into healthier, more-refined, and more-refreshing beverages.
“Unlike most sports drinks, we use all natural flavors and no preservatives,” he says. “The pre-workout drinks ditch the unhealthy sugars and use natural coffee-berry caffeine and are lower in calories versus their counterparts.
“The post-workout drinks are caffeine-free and include electrolytes and Vitamin B to help your body recover. There’s also a CBD infused post-workout drink with added restorative powers. It’s a healthier and more hydrating way to replace lost water in your body.”
The pre-workout drinks include Savage Berry, which comes in a 16-ounch can with no preservatives or sugars, and Lit Blood Orange that uses all-natural flavors and natural caffeine to provide an energy boost without extra calories or preservatives.
The post-workout menu includes Recovery Pineapple Coconut, designed to quench thirst, replace electrolytes, and serve up Vitamin B to help the body recover faster, and Rehab+ Cherry, which includes the best of FÜL’s post-workout ingredients and adds 25 mg of CBD.
Rieth also is debuting two nonalcoholic beers, NA IPA and Feel Better Blonde, which have been crafted to deliver the full beer flavor profile without the alcohol. The brews are low-calorie, healthy alternatives for people who love beer but are on the go.
“Nonalcoholic beers have been around for decades, but few brewers treat them with any real respect or pay careful attention to flavor,” Rieth says. “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.”
Each of FÜL’s cans is designed for a specific flavor and each carries the Fuel Your Quest for Alchemy motto.
“We think alchemy is a great cultural statement because our products are crafted to change you for the better,” Rieth says. “Each beverage is purposefully balanced to give you — and your body — exactly what it needs, starting with great taste and hydration without the unnecessary additives and calories. And we’re confident that once people try them, they’ll be hooked and back for more.”
Rieth has plans for additional products and ingredients, and is developing novel retail concepts.
“We’re just getting started,” he says. “We have plenty more innovative products and ideas coming. We see FÜL as the beginning of a cultural statement, where company and customer join together on a quest to find the Zen in life. I’m excited to begin this new journey, with my continued commitment to quality and my absolute dedication to Detroit and Michigan.”
FÜL Beverage NA beers will be available in six packs of 12-ounce cans. FÜL alternative energy drinks are offered as single serve 16-ounce cans and as 12-packs.
More information and direct website sales also are available at FULbeverage.com.