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Beer

Will this collagen infused beer really make people prettier?

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Will Precious beer make you more attractive? (YouTube/Suntory)

A Japanese brewer has invented a new brand of beer that claims to make drinkers look beautiful and youthful thanks a healthy dose of collagen.

Take about some powerful beer goggles.

Precious beer made by Suntory—yes the makers of that awesome whiskey—contains about two grams of collagen per can. And instead of many beers on the market, this is being marketed mainly towards women, reports the Telegraph.

“Guys can tell if a girl is taking collagen or not,” the beer’s commercial ominously warns viewers.

Collagen is a protein which helps maintains skin’s plumpness and ability to “bounce back.” As we age, we lose collagen which depletes skin’s ability to stay moisturized and leads to wrinkles.

But does the act of drinking the beer itself reverse any possible enhancements the collagen could provide?

With only two grams of collagen, Dr. Ariel Ostad,Clinical Assistant Professor of Dermatology at New York University Medical Center, told Forbes that “there isn’t enough collagen to make a remarkable difference for your skin’s complexion.” Plus, he warns, drinking alcohol can actually lead to inflammation causing the skin the look more irritated.

Ostad says the most effective method of using collagen to enhance skin is through topical application, not consuming it. Other doctors have even called drinking collagen "absurd" though with 2 grams of collagen per can, Precious contains about as much of the protein as many supplements on the market.

Precious is currently only available in Hokkaido, Japan. At just 5 percent ABV and about 150 calories per can, is equivalent to a 12 ounce bottle of Budweiser. But of course your average Bud won’t make you more attractive.