Japan Has a Collagen-Infused Beer for Women, and It’s Called Precious

Drink your way to beauty! Or something

Unfortunately, beer is probably not the elixir of youth that you’re looking for, no matter how it makes you feel. 

“Guys can tell if a girl's taking collagen or not” is the absurd pitch for a new, limited release collagen-infused beer that’s been introduced in Hokkaido, Japan.

From brewing and distilling company Suntory, Precious beer was introduced to the market on in early April, and the light beer contains 5 percent alcohol by volume and two grams of collagen, the main structural protein in your connective tissue that gives your skin its elasticity.

In the silly and sexist commercial below, you can get a sense of the way Suntory is trying to sell the promise of beauty with beer, even if you don’t speak Japanese.

We would like to point out that the general premise of this commercial might be less irritating if it were pitched to men, too, who presumably also want to hold onto their youthful good looks.