Beer made to suit palates of chemotherapy patients

A beer designed with the altered palates of those undergoing chemotherapy in mind has been produced by a Czech brewery.

Mamma Beer is alcohol free and slightly sweet to help overcome “chemo mouth”, or its medical name dysgeusia – a side effect of chemotherapy which causes food to taste bland, bitter or metallic.

The brew, made in partnership with the Žatec brewery and breast cancer advocacy group Mamma Help, with the help of advertising agency Y&R Prague, is aimed at those battling breast cancer, but could be beneficial to anyone undergoing chemotherapy.

Tereza Sverakova, CCO of Y&R Prague, was diagnosed with breast cancer at the age of 34, so had a personal association with the affliction when she was asked to organise an awareness campaign for the beer.

“When Mamma HELP asked us to do an awareness campaign for them, it was an opportunity for me to dive into these painful memories and use them to try to turn them into something good,” she told AdWeek. “Chemotherapy is tough, and one of the side effects that many people are not aware of is a loss of taste. Everything tastes horrible, like metal.”

Mamma Beer is brewed to be much less bitter than normal beer, using fewer hops, since overt bitterness is a side effect of dysgeusia, and is cut with apple juice to make it sweeter.

The limited-edition beer has already been distributed to oncology wards and pharmacies in the Czech Republic and has been served at several beer and food shows.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Trade Marketing Manager

Boisset La Famille des Grands Vins
London, UK

Senior Export Sales Manager (Beer)

Protege International Group Cyprus Ltd
London, UK

Accountant

Lanka Premium Beverages
Colombo, Sri Lanka

Marketing Executive

IWSC & Club Oenologique
London, UK

Sales Manager

Alliance Wine
Glasgow, UK

Sales Specialist

Spiritrade
London, UK

Sales and Business Development Manager (Spirits)

Protege International Group Cyprus Ltd
London, UK

Business Developer Europe

Vivino
Copenhagen, Denmark or Haarlem, Netherlands

Wine Sales Administration & Customer Service Assistant

Waddesdon Wine
Waddesdon, Aylesbury, UK

On Trade Sales Manager

Sekforde Drinks Ltd
London

OenoTrade Portfolio Tasting 2020

London,United Kingdom
26th Feb 2020

Wines of Portugal Annual Tasting 2020

London,United Kingdom
27th Feb 2020
Click to view more