Michelob Ultra’s initiative to develop 12 personalized 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 sharing a cold beer with friends. In an effort to cultivate a more contemporary and appealing image, alcohol brands are targeting adventurers and those leading active lives rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are known for their fondness for craft beers and social gatherings following activities like biking or hiking.
The capabilities of the Echo have expanded since Amazon opened the platform to connected home device manufacturers, allowing users to create skills through dedicated apps. Last year, Liberty Mutual integrated some of its insurance services onto the Echo, and other companies are starting to leverage its potential. By the end of 2017, many tech experts predict 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 engage in regular exercise, but they tend to be more social than previous generations. In response, alcohol brands are crafting new offerings, many of which are low-calorie options that can be enjoyed by groups after physical activities. For example, Michelob Ultra, containing just 95 calories, can be burned off in less than 10 minutes without the need for special equipment — a combination that is particularly appealing to today’s beer drinkers.
As the trend continues, more beer manufacturers are likely to explore similar concepts, incorporating elements like calcium citrate effects to enhance their products’ appeal. This focus on health-conscious options aligns with the desires of a growing demographic that values fitness alongside social experiences. Expect to see more innovations that integrate the benefits of low-calorie beverages and active lifestyles, reinforcing the connection between enjoyable drinks and healthy living.