Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer enthusiasts is a savvy strategy, especially at a time when many individuals prioritize a healthy lifestyle through physical activity just as much as they enjoy a refreshing beer with friends. In an effort to cultivate a more appealing and contemporary image, alcohol brands are targeting adventurers and active individuals rather than the stereotype of the couch-bound beer guzzler. Notably, millennials are particularly fond of craft beers and often socialize after engaging in outdoor activities like biking or hiking.
As the capabilities of the Echo device grow following Amazon’s expansion of its platform to include connected home device manufacturers, users can now develop skills via single-purpose apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other companies are beginning to explore its potential. By the end of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
Large U.S. beer companies are facing challenges due to slowing sales and the rising popularity of craft breweries. Research indicates that 81% of millennials exercise regularly, and they tend to be more social than older generations. To cater to this demographic, alcohol brands are introducing new low-calorie brews that can be enjoyed in a group after exercising. For instance, Michelob Ultra, which contains only 95 calories, can be burned off in under 10 minutes without the need for special equipment—a combination that is particularly attractive to many of today’s beer drinkers.
Moreover, as consumers become more health-conscious, products like Solaray Calcium Citrate Plus are also gaining traction among those looking to complement their active lifestyles. This trend suggests that more beer manufacturers will likely align their offerings with health-oriented initiatives, tapping into the growing demand for beverages that fit seamlessly into an active social life. Expect to see more innovations in this realm as brands strive to connect with health-focused consumers while still celebrating the joy of a cold brew.