The brand, which stands for “Oh My Guts!”, is distributed by local firm Zesty Gut Pte Ltd, with its beer made using a patented technology developed by the National University of Singapore’s Department of Food Science & Technology.
Unlike regular beers, this product is said to allow consumers to enjoy the experience without common post-drinking discomfort such as bloating while helping to support gut health.
Specifically, the probiotic beer is brewed with water from Qiandao Lake in Hangzhou, wheat malt, barley malt, oats, probiotic cultures, orange peel, coriander, seeds, hops, and yeast.
Each bottle has an ABV of 4.2% and contains less than 100 calories.
“We’ve worked to ensure that our Belgian-style probiotic wheat beer does not compromise on flavour. It tastes like a home-brewed beer, which craft beer enthusiasts enjoy.
“As the first of its kind, it redefines the way people think about alcoholic beverages — imagine all the flavour and refreshment of a classic beer, but with added benefits that promote digestion and gut health. Since we can add probiotic into beer, it opens up room to incorporate other functional ingredients,” Ann Nguyen, marketing manager, told NutraIngredients-Asia.
The product has secured the licenses required for sales and distribution in Singapore, and is compliant with additional food safety requirements by local authorities, including Singapore Food Agency (SFA), due to its probiotic content.
Targeted at health-conscious drinkers, craft beer enthusiasts, and young consumers looking for functional beverages, the probiotic beer has been launched on OMG!’s official online store and direct sales channel on WhatsApp, as well as e-commerce platforms Shopee and Lazada.
The firm is also partnering a Japanese restaurant in Sembawang Country Club to serve the beer, with the aim of distributing to more bars, cafes, hotels, and event venues in future.
As part of its soft launch, OMG! has been participating in Singapore’s National Day Parade sponsorship events to raise brand awareness, engage early adopters and industry professionals, and gather real-time feedback.
“The response has been good. Most of our beers were snapped up at the events, and there were people who asked to purchase directly from us.
“In the first phase of our launch strategy now, we are focusing on the local market, including establishing key retail and distribution partnerships with HoReCa businesses, supermarket chains and specialty stores, increasing online sales, and rolling out subscription plans.”
In addition, the firm is looking to expand into corporate gifting for wellness initiatives and festive seasons, collaborating with other alcoholic beverage or food brands, and introducing new beer flavours such as lemon, citrus, peach and fruity.
“We will also scale up with a combination of PR campaigns, influencer and key opinion leader (KOL) marketing, and direct-to-consumer engagement.”
In the next phase, OMG! will be looking at entering other South East Asian markets, including Malaysia, Thailand, Indonesia, and Vietnam, through e-commerce and international distributors.
Good for gut
According to OMG!, its probiotic beer is made using advanced fermentation techniques to ensure up to 1 billion colony forming units (CFUs) per bottle.
This amount is said to help maintain a healthy gut microbiota essential for effective digestion and nutrient absorption.
At the same time, the product contains phenolic compounds that act as “powerful antioxidants” to protect the body from oxidative stress by neutralising harmful free radicals, which are linked to ageing and chronic diseases like cardiovascular conditions and neurodegenerative disorders.
Produced during the fermentation process, amino acids are associated with strengthening gut barrier, modulating immune responses, and supporting mood and cognition via the gut-brain axis.
Also resulting from the beer production are postbiotic metabolites that exhibit anti-inflammatory effects, which could be especially beneficial for individuals with irritable bowel syndrome or inflammatory bowel disease.
