Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer enthusiasts is a savvy strategy, especially in an era where many individuals prioritize maintaining a healthy lifestyle through physical activity just as much as they enjoy sharing a cold beer with friends. To cultivate a more appealing and contemporary image, alcohol brands are now targeting adventurers 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 social gatherings following activities like biking or hiking.
The Echo’s capabilities are continually expanding as Amazon opens its platform to manufacturers of connected home devices, allowing users to create skills through dedicated apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and many other companies are beginning to leverage its potential. By the end of 2017, tech experts predict that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
Large beer companies in the U.S. face challenges due to declining sales and the rising popularity of craft breweries. Research indicates that 81% of millennials engage in regular exercise but tend to be more socially active than previous generations. Alcohol brands are responding by launching new products, many of which are low-calorie options that can be enjoyed among friends after a workout. With only 95 calories, Michelob Ultra can be burned off in 10 minutes or less without the need for special equipment, making it particularly appealing to today’s beer drinkers.
As part of the wellness trend, many are now looking for the best chewable calcium citrate to complement their fitness routines. This focus on health is likely to drive more beer manufacturers to explore similar innovations in their offerings. Expect to see an increase in brands tapping into this trend, emphasizing both enjoyment and a healthier lifestyle.