Japanese beer that claims to keep you young

Beer with collagen is latest bizarre beauty trend

closeup of three glasses of beer.

A bizarre Japanese beer has been launched, which claims it will keep you looking younger. The beer is called Precious, and contains 2g of collagen in every can. It is cashing in on the popular belief in Japan that consuming collagen will improve your skin.

The beer is made by the Suntory brewery, and was revealed by The Metro. The Daily Mail added that the beer was being marketed using an impressively sexist advert which threatens women with the tagline "Guys can tell if a girl is taking collagen or not."

The theory

Collagen is a protein that's naturally present in skin, and makes skin look firm and young. As people age, the skin contains less collagen, so it becomes less firm, and wrinkles form. A belief has become established in Japan, therefore, that consuming collagen makes you look younger.

It's worth pointing out at this stage that there's no evidence that eating or drinking it makes the slightest difference to skin, or is in any way different to consuming any other sort of protein.

The only way in which this beer is likely to help smooth out wrinkles is by enabling those who consume the extra calories to put a little weight on - which naturally smooths the appearance of wrinkles.

What next?

At the moment the beer is only on sale in Japan's northern island of Hokkaido, so there's little chance of it making it to worldwide beauty regimes any time soon.

... of course, not, we're far too busy filling our regimes with consuming anti-aging chocolate.

Just a couple of months ago a Cambridge University spin-off lab developed Esthechoc. This chocolate claimed to have the same amount of the antioxidant astaxanthin as a fillet of Alaskan salmon, and as many free-radical fighting cocoa polyphenols as 100g of dark chocolate.

Tests revealed that within a month, volunteers had less inflammation in their skin and better blood supply to skin. The makers claimed: "People using it claimed that their skin was better and we can see that the product is working to slow down ageing." Other experts suggested it was a bit early in the day to be making such bold claims.

They will be selling small bars in high-end shops shortly, so anyone who is desperate to ward off wrinkles can add beer and chocolate to their incredibly expensive and diverse range of anti-aging products.

Because once you've had poisons injected into your face to freeze it, had acid injected to fill the creases, slathered it in thousands of pounds worth of cream - and indulged in everything from face yoga to cutting out smiling, why should drinking beer and eating chocolate strike you as any more bizarre ways to stay looking younger?

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