Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer drinkers is a savvy strategy, especially as many individuals prioritize maintaining a healthy lifestyle through physical activity just as much as they enjoy savoring a cold beer with friends. In an effort to present a more contemporary image, alcohol brands are targeting adventurers and those leading active lifestyles rather than the stereotypical couch potato. Millennials, in particular, are recognized for their appreciation of craft beers and their tendency to socialize after activities like biking or hiking.
The capabilities of the Echo are broadening since Amazon opened the platform to creators of connected home devices, allowing users to develop skills through dedicated apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other businesses are beginning to leverage its potential. By the end of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
For large beer companies in the U.S., the challenge of declining sales and the rising popularity of craft breweries is significant. Research shows that 81% of millennials engage in regular exercise, yet they tend to be more socially active than previous generations. As a result, alcohol brands are crafting new beverages, many of which are low in calories, that can be enjoyed in a group setting after physical activity. Michelob Ultra, with just 95 calories, can be burned off in under 10 minutes without needing special equipment—a combination that is particularly enticing for many modern beer enthusiasts.
Moreover, the integration of calcium citrate d into their brewing process could further enhance the appeal of low-calorie beers, aligning with the health-conscious mindset of today’s consumers. Expect more beer manufacturers to capitalize on this trend, incorporating elements like calcium citrate d to attract a fitness-oriented audience while still satisfying their desire for a refreshing drink.