Sweden Declares War On Cholesterol With Free Beer

(I-Newswire) January 2, 2005 - Beverage Marketing USA, Inc., has announced today the importation and official U.S. launch of Sweden's cholesterol-lowering beer: "Aventure Functional Beer™," which is made by a patented brewing process developed by Lund University in Sweden. The unique brewing process employs oats instead of barley and uses a special enzyme technology to create a beer containing beta-glucans. Research has found that these natural grain fibers can lower cholesterol. Clinical studies are underway in Sweden and the results will be evaluated in the beginning of 2005. Getting research subjects for the cholesterol-lowering study, was a snap, once they found out there would be free 'beer' involved.

"The normal beer-brewing procedure takes away the good stuff from cereals. Oats are widely used in brewing but the healthy fibers are normally destroyed," explained Arne Berge, project leader. "We had to brew up a larger test batch outside the lab, at a small local brewery in Skåne in order to start the clinical tests this month comprising of 50 persons consuming two 11.2 ounce bottles of Aventure Functional beers per day. We are claiming nutraceutical health benefits in a product that is not normally associated with health." explained Berge.

"In consideration of emerging information on the potential health benefits and possible disease prevention qualities of a beta-glucan rich Swedish brew along with the natural polyphenolic antioxidants already found in beer, Aventure Functional beer is poised to become the next major nutraceutical beverage in promoting good cardiovascular health." says Richard H. Davis, President of Beverage Marketing USA, Inc. "However, getting your Doctor to prescribe a six-pack, may take some convincing." joked Davis.

Beverage Marketing's foray into the cholesterol-lowering functional beer business remains exploratory with the Aventure brand for the immediate future. However, the experimental brew may get a packaging facelift and be sold in the United States under license as the "Swedish Opera" brand of cholesterol-lowering low carb beer, with only 3.9 grams of carbohydrates. It's a great tasting light brew with only 63 calories per 12 ounce bottle, repositioning it as a premier light beer has potential says Davis. The Swedish Opera cholesterol-lowering beer is not only low calories, but is low in carbs, making it the perfect diet beer that stays true to its tag line: 'the opera is not over until the fat lady sings'. The company currently distributes franchise brands and private label beverages and imports non alcoholic beer products for major wholesalers and convenience stores, the company is currently finalizing marketing and distribution plans for the U.S. product launch. For more inf. on Aventure Functional Beer call 1-800-713-9288 ext. 2902356.

Contact:
Aventure A/B
Arne Berge, 011 +46 46-211 07 90
-or-
Beverage Marketing USA, Inc.
Richard H. Davis, 479/963-6399

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