A New Class of ‘Performance’ Beers Is Taking a Page From Gatorade

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Geoff Pedder runs 6 miles a day and regularly competes in marathons and triathlons. After almost every event, he’s followed the herd of worn-out athletes to the beer tent, where thirsty runners have often faced a devil’s choice between a watered-down lager and a boozy IPA. So he took his background in marketing and product development, paired it with the biochemistry savvy of a friend, and started Zelus Beer Co., one of the first breweries dedicated to “performance beer.”