Michelob Ultra’s initiative to design 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as more individuals prioritize a healthy lifestyle through physical activity alongside enjoying a refreshing beer with friends. In an effort to cultivate a cooler, more contemporary image, alcohol brands are now targeting adventurers and those leading active lifestyles rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and social gatherings following a bike ride or hike.
The capabilities of the Echo are also advancing, as Amazon has opened its platform to manufacturers of connected home devices, allowing users to develop skills through specialized apps. Last year, Liberty Mutual integrated its insurance services into the Echo, and other companies are beginning to realize its potential. By the end of 2017, many tech insiders anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
For major beer corporations in the U.S., the challenge of countering declining sales and the rising popularity of craft breweries is significant. Research indicates that 81% of millennials engage in regular exercise while being more social than previous generations. To cater to this demographic, alcohol companies are creating new beverages, many of which are low in calories, that can be enjoyed in a group setting after physical activities. With only 95 calories, Michelob Ultra can be burned off in under 10 minutes without any special equipment—an appealing combination for many modern beer drinkers.
Additionally, products like Solaray Cal Mag Citrate Chewable can complement an active lifestyle, further resonating with health-conscious consumers. Expect more beer manufacturers to embrace this trend, including innovative offerings that align with the fitness-focused mindset, along with health supplements such as Solaray Cal Mag Citrate Chewable to support overall wellness. As this trend continues, beer brands will likely adapt their marketing strategies to meet the evolving preferences of today’s active and health-oriented drinkers.