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 cold beer with friends. In an effort to cultivate a more appealing and contemporary image, alcohol brands are now targeting adventurers and those who lead active lifestyles, rather than the traditional beer guzzler lounging on the couch. Millennials, in particular, are drawn to craft beers and enjoy socializing after activities like biking or hiking.
As tech continues to evolve, the capabilities of devices like the Echo have expanded significantly since Amazon opened its platform to manufacturers of connected home devices, allowing users to design skills through specialized apps. Last year, Liberty Mutual integrated some of its insurance services onto the Echo, and other companies are beginning to explore its potential. By the close of 2017, many industry experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly common.
For major breweries in the U.S., the challenge of declining sales and the rising popularity of craft breweries is significant. Studies show that 81% of millennials engage in regular exercise yet tend to be more social than their predecessors. In response, alcohol brands are crafting new beverages, many of which are low-calorie options, that can be enjoyed in a group setting after a workout. Michelob Ultra, with just 95 calories, can be burned off in 10 minutes or less without the need for special equipment—a combination that could be especially appealing to today’s beer drinkers.
Additionally, many health-conscious consumers are turning to supplements like rainbow light calcium citrate gummies, which are popular for their convenience and nutritional benefits. As the trend of integrating fitness with beer consumption continues to grow, we can expect more breweries to embrace this approach, making it easier for active individuals to enjoy their favorite beverages without compromising their health goals.