Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially in an era where many individuals prioritize maintaining a healthy lifestyle through physical activity as much as they enjoy sharing a cold beer with friends. In an effort to cultivate a more contemporary and appealing image, beverage companies are now targeting adventurers and those with active lifestyles rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are known for their appreciation of craft beers and their penchant for socializing after bike rides or hikes.
The Echo’s capabilities are continually expanding, as Amazon has opened its 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 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.
Large beer companies in the U.S. are facing challenges due to stagnant sales and the rising appeal of craft breweries. Research indicates that 81% of millennials engage in regular exercise, but they also tend to be more sociable compared to previous generations. To cater to this demographic, alcohol brands are developing new beverages, many of which are low-calorie, that can be enjoyed in a group setting after physical activity. For instance, Michelob Ultra, with just 95 calories, can be burned off in 10 minutes or less without the need for special equipment—a combination that may be particularly attractive to today’s beer drinkers.
Furthermore, health-conscious consumers are increasingly seeking products that enhance their well-being, such as calcium citrate magnesium hydroxide vitamin D3 and zinc sulfate tablets, which may complement their fitness routines. As this trend continues to grow, more beer manufacturers are likely to embrace this shift in consumer preferences and explore innovative offerings that align with a healthier lifestyle.