Advertisement for the new beer Precious that is said to make women more beautiful.

There’s still a prejudice that beer is no suitable drink for women. Many girls are scared it will make them unattractive. But now there’s a Japanese brewer that claims to produce a beer that actually improves the looks of a woman. No, not when men drink it till the beer goggles start functioning, but Precious Brew is said to be good for the skin. Thanks to the special  ingredient collagen, a protein that provides the structure and firmness of the skin.

Precious is an invention of the liquor company Suntory. It contains 5 percent alcohol and there’s 2 grams of collagen in each can. This protein is a natural part of the skin and makes people appear more youthful. As people get older the amount of collagen gets less and this is when people start to get wrinkles. Precious beer should complement the collagen reserves in the human body. In Japan collagen supplements are a popular anti-aging cure for years, but skin experts in the Western World remain skeptical about the effects of this protein when it’s drunk or eaten. Still in their marketing campaign Suntory is focussed on women by presenting it’s new beer with the slogan ‘Guys can tell if a girl is taking collagen or not’.

People that want to try out this potential anti-aging cure will probably have to jump  through some hoops to get it. Precious is for now only sold on the Japanese island of Hokkaido.