Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a clever strategy, especially in an era where many prioritize a healthy lifestyle through physical activity as much as they enjoy a cold beer with friends. To project a more modern and appealing image, alcohol brands are targeting adventurers and those living active lifestyles, rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are fond of craft beers and enjoy socializing after outdoor activities like biking or hiking.
The capabilities of the Echo are expanding as Amazon has opened the platform to makers of connected home devices, allowing users to create skills through specialized apps. Last year, Liberty Mutual integrated some of its insurance services onto the Echo, and other companies are beginning to leverage 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 with declining sales and the rising popularity of craft breweries. Research indicates that 81% of millennials engage in regular exercise, yet they are generally more social than previous generations. To cater to this demographic, alcohol brands are crafting new beverages, many of which are low in calories, that can be enjoyed with friends after a workout. Michelob Ultra, containing only 95 calories, can be burned off in under 10 minutes without any special equipment, making it particularly attractive to today’s beer drinkers celebrating their active lifestyles.
With a focus on health and wellness, brands are also incorporating elements like calcium plus 500 in their marketing strategies to attract health-conscious consumers. Expect more beer manufacturers to embrace this trend, providing options that allow people to celebrate their achievements while enjoying a refreshing drink after exercise.