Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer drinkers is a savvy strategy, especially in an era where many individuals prioritize maintaining a healthy lifestyle through physical activity as much as they enjoy sharing a cold brew with friends. Aiming to cultivate a more appealing and contemporary image, alcohol brands are targeting adventurers and those leading active lifestyles, moving away from the stereotype of the couch-bound beer drinker. Millennials, in particular, are known for their appreciation of craft beers and their social activities following a bike ride or hike.
The capabilities of the Echo are also advancing, particularly after Amazon opened its platform to manufacturers of connected home devices. This expansion allows users to create skills through specialized apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, with other companies 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 commonplace.
Large beer companies in the U.S. are facing challenges due to declining sales and the rising appeal of craft breweries. Research indicates that 81% of millennials engage in regular exercise, yet they tend to be more sociable than previous generations. Alcohol brands are responding by innovating new brews, many of which are low-calorie options suitable for social gatherings after exercise. For instance, Michelob Ultra, with only 95 calories, can be easily burned off in less than 10 minutes without the need for specialized equipment—a combination likely to attract many modern beer enthusiasts.
Incorporating trends such as the use of calcium citrate for joint pain management, which can help active individuals maintain their fitness regimes, is becoming increasingly relevant. As more beer manufacturers recognize this trend, expect to see an influx of beverages that cater not only to the taste preferences of consumers but also to their health-conscious lifestyles. The intersection of fitness and social drinking is set to reshape the beer industry, paving the way for healthier and more engaging options.