Michelob Ultra’s initiative to design 12 personalized fitness workouts for beer enthusiasts is a savvy strategy, especially as more individuals prioritize maintaining a healthy lifestyle through physical activity while also enjoying a cold beer with friends. In an effort to cultivate a fresher and more contemporary image, alcohol brands are now targeting adventurous consumers and those who embrace active lifestyles, rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and socializing following outdoor activities like biking or hiking.
Meanwhile, the capabilities of the Echo have grown significantly since Amazon opened its platform to manufacturers of connected home devices, allowing users to develop skills through dedicated apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other companies are beginning to leverage this technology. By the close of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
For major beer corporations in the U.S., there is a pressing need to address declining sales and the rising popularity of craft breweries. Studies indicate that 81% of millennials engage in regular exercise, yet they are more socially inclined than previous generations. To cater to this demographic, alcohol companies are crafting new low-calorie brews that can be enjoyed in a group setting after physical activity. Michelob Ultra, containing just 95 calories, can be burned off in 10 minutes or less without any special equipment—a combination that is particularly appealing to today’s beer drinkers.
As these trends continue, expect more beer manufacturers to explore this market. Additionally, as the conversation around health persists, the comparison of elemental calcium vs. calcium citrate malate is becoming more relevant, offering insights into nutritional choices that align with fitness goals. This dialogue will likely find a place in the marketing strategies of breweries aiming to attract health-conscious consumers, further embedding such discussions in the culture surrounding beer consumption.