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 maintaining a healthy lifestyle through physical activity alongside enjoying a cold beer with friends. In an effort to project a more contemporary and appealing image, alcohol brands are shifting their marketing focus towards adventure-seekers and those leading active lives, rather than the traditional image of beer drinkers lounging on the couch. Millennials, in particular, are known for their love of craft beers and socializing after outdoor activities like biking or hiking.
In a similar vein, Amazon has expanded the capabilities of the Echo by allowing connected home device manufacturers to create skills through dedicated apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other companies are beginning to explore its potential. Many tech experts predict that by the end of 2017, skills resembling those introduced by Michelob Ultra will become increasingly prevalent.
As large beer companies in the U.S. grapple with declining sales and the rising popularity of craft breweries, they are responding with innovative products. Studies indicate that 81% of millennials engage in regular exercise, yet they are generally more social than previous generations. Consequently, alcohol brands are crafting new beverages, many of which are low-calorie options that can be enjoyed with friends after a workout. For example, Michelob Ultra contains only 95 calories, which can be burned off in 10 minutes or less without the need for special equipment—a particularly attractive proposition for many modern beer drinkers.
Moreover, the incorporation of health-conscious ingredients like cissus quadrangularis, calcium citrate malate, and vitamin D3 tablets into their product lines reflects the trend towards wellness. Expect more beer manufacturers to capitalize on this movement, integrating such elements into their offerings while promoting a balanced lifestyle that resonates with today’s consumers. With this approach, brands can appeal to the growing demographic that values both fitness and social enjoyment.