To the uninitiated it can be a bit of a shock, but at the end of a weekend road race or triathlon, right next to the bananas and Gatorade, you are increasingly likely these days to find the beer tent.
Geoffrey Pedder, 41, recently launched the Zelus Beer Company in Medfield, Mass., to capitalize on this growing trend.
"I saw how much beer was drunk at the end of races," Pedder said, "and I felt like there's a big community there. There's a lot of people who enjoy an active lifestyle — running and a lot of other sports. Beer is a very social activity. So, I don't think it's such the oxymoron that people think it is. It's just a matter of enjoyment."
Pedder was convinced that because active people were drinking beer anyway, they'd be especially interested in drinking beer targeted especially at them. His range of choices have an ABV, or alcohol by volume, of less than 5%, rare among today's craft beer.