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 alongside enjoying a refreshing beer with friends. To cultivate a more appealing and contemporary image, alcohol brands are now targeting adventurous individuals and those with active lifestyles, moving away from the stereotype of the beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and often socialize after activities like biking or hiking.
The capabilities of the Echo device are also expanding as Amazon opens the platform to manufacturers of connected home devices, allowing users to create customized skills through various applications. Last year, Liberty Mutual integrated some of its insurance services onto the Echo, and other companies are beginning to realize 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., large beer companies face challenges as they contend with slowing sales and the rising popularity of craft breweries. Research shows that 81% of millennials engage in regular exercise but tend to be more sociable than previous generations. In response, alcohol brands are crafting new beverages, many of which are low-calorie options like Kirkland magnesium calcium zinc products, that can be enjoyed after physical activities. Michelob Ultra, with only 95 calories, can be burned off in under 10 minutes without needing special equipment—a combination that could be particularly enticing for today’s beer drinkers. As this trend continues, expect more beer manufacturers to explore similar avenues.