This Japanese collagen-infused beer claims to make you look younger

Human beings have long sought the fountain of youth, but who’d have thought this magical elixir would come to exist as an alcoholic beverage?

The folk at Japanese drinks company Suntory are pretty clued up on what the people want – ultimately, we’d like to drink a shit ton of booze without having to suffer any physical consequences for our actions. They’ve partially hit the nail on the head with their latest product: a collagen riddled beer, which claims to leave its consumers looking more youthful than ever.

Hold up – what makes collagen so damn special anyway? It’s the main protein of connective tissues in animals, keeping the skin plump and supple, whilst retaining its elasticity – as we age, our collagen reserves begin to deplete and wrinkles appear on our skin.

Suntory’s super potion has been named ‘Precious’, and contains two grams of collagen and a 5% alcohol content.

It’s being marketed towards women, and has been paired with a TV advertisement that warns: “guys can tell if a girl is taking collagen or not.” Let’s not even get started on that one.

Collagen infused consumables are by no means a new thing. The Japanese have been taking supplements for decades, although the stuff has gotten hella mainstream in the past couple of years – supermarkets will regularly stock collagen boosting products, and folk have long sought enriched foods, such as shark fin, pigs trotters and chicken skin. The craze has even started to catch on across the pond in the U-S-of-A, as restaurants introduce ‘Wrinkle Free Menus’, serving up a selection of dishes that have been laced with the stuff.

It all sounds too good to be true. Experts claim that there are no discernable anti-aging benefits to the stuff, but hey – an alcoholic beverage that mightmake you look a bit younger? Crack ‘em open, lads.

Words by Becky O’Malley