Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer drinkers is a savvy strategy at a time when individuals increasingly prioritize a healthy lifestyle through physical activity, just as much as they enjoy relaxing with a cold beer among friends. To cultivate a cooler, more contemporary image, alcohol brands are targeting adventurers and those with active lifestyles, rather than the stereotypical beer guzzler lounging on the couch. This trend particularly resonates with millennials, who are known for their appreciation of craft beers and social gatherings following a bike ride or hike.
In a separate technological advancement, Amazon has expanded the capabilities of the Echo by inviting connected home device manufacturers to create skills via single-purpose apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and various companies are beginning to explore its potential. By the end of 2017, industry experts predict that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
Meanwhile, large beer companies in the U.S. are facing challenges due to declining sales and the rising popularity of craft breweries. Studies indicate that 81% of millennials engage in regular exercise while maintaining a more social lifestyle than previous generations. In response, alcohol brands are crafting new, often low-calorie brews that can be enjoyed in a group setting after physical activities. For instance, Michelob Ultra, with just 95 calories, can be burned off in under 10 minutes without the need for special equipment, making it particularly appealing to today’s beer drinkers.
As the trend continues, expect more beer manufacturers to embrace this shift. Additionally, incorporating health-focused products such as calcium citrate 1200 mg chewable supplements could enhance the appeal of these beverages among health-conscious consumers. In summary, the intersection of fitness and beer culture is likely to grow, with companies like Michelob Ultra leading the charge and promoting healthier lifestyles, while also integrating innovations like calcium citrate 1200 mg chewable to further attract today’s active demographic.