Japan launches alcohol that makes you younger

April 15, 2015 9:11 PM

A new brand of Japanese beer, claims to actually make you look youthful and more beautiful, because it contains collagen.

Precious Beer

We love to drink alcohol, but we all know that copious consumption of alcohol probably isn’t doing our bodies any favours.

A new brand of Japanese beer, however, claims to actually make you look youthful and more beautiful, because it contains collagen.

Collagen is a natural protein which keeps the skin plump and supple. As humans age, their collagen supplies deplete, which is one of the reasons we gain wrinkles.

"Precious" beer, which has been created by Japanese company Suntory, is said to contain two grams of collagen per can, and is firmly being marketed at women.

The rather bizarre advert declares that: “Guys can tell if a girl is taking collagen or not.”

Collagen-laced beauty products have been popular for a number of years in Japan.

Beauty-conscious women flock to restaurants which serve food naturally high in collagen, such as pigs trotters, shark fin and chicken skin - while grocery stores also offer collagen-boosting products.

In 2009, the convenience store chain Family Mart said sales of its collagen hot pots - known as "nabe" - had sold more than double their initial target since going on sale the year before.

Experts claim that eating the protein has no discernible anti-ageing benefits, but it certainly isn't putting people off chomping on collagen.