Michelob Ultra’s initiative to design 12 tailored fitness workouts for beer enthusiasts is a clever strategy, especially as many individuals prioritize a healthy lifestyle through physical activity just as much as they enjoy sharing a cold brew with friends. To cultivate a cooler and more modern image, alcohol brands are targeting adventurers and those with active lifestyles rather than the stereotypical beer guzzler lounging on the couch. Millennials, in particular, are drawn to craft beers and often socialize after activities like biking or hiking.
Meanwhile, the capabilities of the Echo are growing after Amazon opened its platform to home device manufacturers, allowing users to create specific skills via single-purpose apps. Last year, Liberty Mutual incorporated 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.
In the U.S., major beer corporations are facing challenges from declining sales and the rising popularity of craft breweries. Studies indicate that 81% of millennials exercise regularly and are generally more social than past generations. In response, alcohol brands are developing new low-calorie brews that can be enjoyed by groups after workouts. For instance, Michelob Ultra, with only 95 calories, can be easily burned off in under 10 minutes without any special equipment—a combination that is particularly appealing to today’s beer drinkers.
Additionally, as consumers become more health-conscious, there’s a growing interest in nutritional supplements, such as calcium citrate 200 mg and 950 mg tablets, which can support their active lifestyles. This trend is likely to influence more beer manufacturers as they seek to align their products with the fitness culture. Expect to see more brands embracing this direction.