Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a clever strategy, especially now when many individuals prioritize a healthy lifestyle through physical activity just as much as they enjoy a cold beer with friends. To cultivate a more appealing and contemporary image, alcohol brands are targeting adventurous consumers and those with active lifestyles, moving away from the stereotype of the couch-bound beer drinker. Millennials, in particular, are drawn to craft beers and often socialize after biking or hiking.
The capabilities of the Echo are expanding as Amazon has opened its platform to manufacturers of connected home devices, allowing users to create skills via single-purpose applications. 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.
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 exercise regularly but are generally more social than previous generations. In response, alcohol brands are developing new brews, many of which are low-calorie options that can be enjoyed in a group setting after exercising. For instance, Michelob Ultra, with only 95 calories, can easily be burned off in just 30 minutes or less without the need for special equipment—an appealing prospect for today’s beer drinkers.
Moreover, as consumers become more health-conscious, they are increasingly interested in products like calcium citrate supplements chewable, which can complement their active lifestyles. Expect more beer manufacturers to tap into this trend, as they recognize the importance of aligning their products with the health-oriented values of modern consumers. The integration of low-calorie beer options with fitness initiatives is likely to gain traction and could even include partnerships with health supplement brands, including those offering calcium citrate supplements chewable, to further attract health-conscious consumers.