Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer enthusiasts is a savvy strategy, particularly as more individuals prioritize a healthy lifestyle through physical activity alongside enjoying a cold beer with friends. In an effort to cultivate a more contemporary and appealing image, alcohol brands are shifting their marketing focus towards adventurers and active individuals, rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and socializing after activities like biking or hiking.
As the capabilities of the Echo device expand—thanks to Amazon opening the platform to makers of connected home devices—users can now create skills through specialized apps. For instance, Liberty Mutual has integrated some of its insurance services onto the Echo, while other companies are beginning to explore its potential. By the close of 2017, many technology experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly common.
Large beer companies in the U.S. are facing challenges with slowing sales and the rising popularity of craft breweries. Research indicates that 81% of millennials engage in regular exercise but are also more socially inclined than previous generations. In response, alcohol brands are developing new beverages, many of which are low-calorie options that can be enjoyed by groups post-workout. Michelob Ultra, containing only 95 calories, can be burned off in under 10 minutes without the need for any special equipment—an attractive proposition for today’s beer consumers.
Moreover, incorporating health-focused ingredients such as calcium citrate malate, cholecalciferol, and folic acid tablets into their offerings may further appeal to health-conscious drinkers. As this trend grows, expect more beer manufacturers to respond by tapping into the idea of combining fitness and enjoyment, making it more common for beer drinkers to enjoy their favorite brews while maintaining a healthy lifestyle.