Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as more individuals prioritize maintaining a healthy lifestyle through physical activity alongside enjoying a refreshing drink with friends. In an effort to project a trendier, more contemporary image, alcohol brands are now targeting adventurers and those leading active lifestyles, rather than focusing solely on the stereotype of a couch-bound beer guzzler. Millennials, in particular, are drawn to craft beers and often socialize after engaging in activities like biking or hiking.
Additionally, the capabilities of Amazon’s Echo are growing as the platform opens up to connected home device manufacturers, allowing users to develop skills through specialized 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 features similar to those introduced by Michelob Ultra will become increasingly prevalent.
For large beer corporations in the U.S., the challenge of declining sales and the rising appeal of craft breweries is significant. Research indicates that 81% of millennials exercise regularly but tend to be more social than previous generations. In response, alcohol brands are creating new low-calorie brews that can be enjoyed in a group after physical activity. With only 95 calories, Michelob Ultra can be burned off in under 10 minutes without needing special equipment—a fact that may be particularly attractive to today’s health-conscious beer drinkers.
Furthermore, as consumers become more aware of nutritional content, the emphasis on products like Michelob Ultra, which can be seen as a healthier option with its low-calorie profile, is likely to resonate well. Expect more beer manufacturers to capitalize on this trend, potentially incorporating elements like calcium citrate and its percentage of calcium in their marketing strategies to appeal to health-focused consumers.