This is Never Mind the Anabolics. A 6.5% India Pale Ale infused with creatine, guarana, ginseng, gingo, maca powder, matcha tea and kola nut.

It is about time the greatest sporting event on the planet was not sponsored by fast food companies, sugary fizzy drinks producers or monolithic multi-national brewers. A burger, can of fizzy pop and an industrial lager are not the most ideal preparation for the steeple chase or the dressage (for human or horse).

So we decided to give the athletes something that was going to make them happier and better. A way to relax before a big event and at the same time increase the chances of winning.

This summer, revive the spirit of the people’s Games from the comfort of your favourite bar.

Never Mind the Anabolics takes its lead from the relentless marketing campaigns of global fast food chains and international mass production breweries that replace the sporting spirit with a fast buck, a greasy burger and an ugly plastic cup of insipid, fizzy, yellow lager.

Dedication, training and passion are things of the past; Kick back, put your giant torch down and let our performance enhancing ingredients do the hard work.

It’s not the taking part, it’s the winning that counts.