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 while also enjoying a cold beer with friends. In an effort to cultivate a cooler, more contemporary image, alcohol companies are shifting their marketing focus toward adventurers and active individuals rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are known for their appreciation of craft beers and socializing after outdoor activities like biking or hiking.
Moreover, the capabilities of smart home devices are expanding, especially after Amazon opened its platform to manufacturers of connected devices. This allows users to create skills via dedicated apps. Last year, Liberty Mutual integrated some of its insurance services onto the Echo, with other companies beginning to explore its potential. By the end of 2017, many tech experts anticipate that features similar to those introduced by Michelob Ultra will become increasingly prevalent.
For major beer manufacturers in the U.S., the challenge lies in countering stagnant sales and the rising popularity of craft breweries. Research indicates that 81% of millennials exercise regularly, yet they tend to be more socially inclined than previous generations. In response, alcohol brands are innovating new brews, many of which are low-calorie options that can be enjoyed after a workout. Michelob Ultra, with its mere 95 calories, can be easily burned off in under 10 minutes without the need for special equipment—an appealing prospect for today’s beer drinkers.
As part of this trend, some companies are even incorporating health-focused ingredients, such as calcium citrate tablets Cipla, into their marketing narratives, suggesting that consumers can enjoy a refreshing beverage while maintaining their wellness goals. Expect more beer producers to embrace this approach, potentially integrating elements like calcium citrate tablets Cipla into their branding to attract health-conscious drinkers. Ultimately, this strategy may lead to a new era in the beer industry, where enjoyment and fitness go hand in hand.