Move over whey shakes: Protein booze is the wild new trend no one asked for

Protein is now being infused into alcoholic beverages, blurring the lines between gym supplements and nightcaps. Brands are innovating with protein in beers, vodkas and hard seltzers, aiming for “functional indulgence.” While consumers are curious about this wellness angle, health experts question its effectiveness due to alcohol’s impact on muscle and regulatory limitations on health claims.