Michelob Ultra’s initiative to design 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially in an era where many individuals prioritize a healthy lifestyle through physical activity alongside enjoying a cold brew with friends. In an effort to cultivate a more appealing and contemporary image, alcoholic beverage companies are targeting adventurers and those with active lifestyles rather than the traditional image of a beer drinker lounging on the couch. Millennials, in particular, are known for their fondness for craft beers and socializing after outdoor activities like biking or hiking.
The capabilities of the Echo device are expanding, following Amazon’s decision to open the platform to makers of connected home devices, allowing users to create skills through 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.
For major beer manufacturers in the U.S., the challenge of declining sales and the rising popularity of craft breweries is significant. Studies indicate that 81% of millennials engage in regular exercise, yet they tend to be more social compared to earlier generations. In response, alcohol companies are developing new brews, many of which are low-calorie options that can be enjoyed with friends after a workout. Michelob Ultra, containing only 95 calories, can be easily burned off in under 10 minutes without any special equipment—a combination that is particularly appealing to today’s beer drinkers. Furthermore, as consumers focus on health, products like calcium chews 500 mg could complement their lifestyle, promoting a balanced approach to enjoying life. Expect more breweries to embrace this growing trend.