Don’t be surprised if you soon see the cyclists of Lotto-Soudal immediately reaching for a beer at the finish. It concerns Thrive, an alcohol-free and protein-rich beer that was conceived and brewed by the young Ghent (ex-)lawyer Laurens D’Hoore (31): “It actually does just the same as a protein shake, but with the taste of a fresh pint.” In addition to the Lotto cycling team, Decathlon also gave in to “the first sports beer in the world.”
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Who says sports and beer don’t mix? Lotto-Soudal and Decathlon succumb to ‘sports beer’
