Food by VICE

This Japanese Beer Says That It Will Make You Cuter

The brew even comes with an eye-rollingly sexist (and hilariously untrue) tagline that implies its necessity: “Guys can tell if a girl is taking collagen or not.”

by Hilary Pollack
Apr 14 2015, 10:15pm

Photo via Flickr user Yusuke Kawasaki

Despite the idiocy and dopey facial expressions that come along with it, booze certainly makes us feel more attractive. After all, there's the known phenomenon of beer goggles, plus actual scientific proof that after one cocktail, we actually get a little hotter to others—whether they're sober or not.

But we're not fooling ourselves into thinking that drinking whiskey on the daily is going to do our faces any favors. Alcohol is still poison, and with the exception of red wine, it's not exactly a nutritional slam dunk.

The Japanese put some thought into this issue and have come up with a product that they're hoping will offer the best of both worlds: beer laced with collagen (yep, the same stuff your Aunt Zelda used to pump her lips with in the late 90s).

Suntory—yes, that Suntory—is releasing a new beer called Precious that contains two grams of collagen per can (in addition to 5 percent alcohol). Collagen is a popular ingredient in Japanese beauty products, due to its plumping powers that are believed to smooth skin and make the face look more youthful. It's so commonly used that there that the brew even comes with an eye-rollingly sexist (and hilariously untrue) tagline that implies its necessity: "Guys can tell if a girl is taking collagen or not."

The depletion of our body's natural collagen reserves—along with our skin's loss of elasticity—are key reasons that we become wrinkly as we get older: there's just not as much stuff in our skin to keep it taut and lovely. Replenishing your body's collagen levels has the theoretical potential to make you look, sure, a little younger. But thus far, there has been no talk of clinical trials proving that Precious does anything other than get you buzzed.

The beer is currently available in Hokkaido, Japan's second largest island, with no current public plans to expand sales. But this isn't the first food product that comes with a skin-care fix—a UK-based company called Esthechoc recently released antioxidant-infused chocolate that they also claim combats aging.

Despite the massive trend of collagen-heavy foods among Japanese women, Popular Science notes that eating collagen has not been definitely proven to have measurably positive effects on person appearance, citing nutrition scientist Kuniko Takahashi's book Tabemono Joho Uso Honto's assertion that "collagen is no better than average as a protein."

Whatever. Let's have a six-pack and then look in the mirror and see if we can spot the difference.

skin care