Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a clever strategy, particularly as more individuals prioritize maintaining a healthy lifestyle through physical activity while still enjoying a refreshing beer with friends. To cultivate a cooler, more contemporary image, alcohol brands are now targeting adventurers and those with active lifestyles, rather than the stereotypical beer drinker lounging on the couch. This shift is especially evident among millennials, who are known for their love of craft beers and socializing after outdoor activities like biking or hiking.
Meanwhile, the capabilities of the Echo are expanding as Amazon opens its platform to connected home device manufacturers, 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 explore its potential. By the end of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become more prevalent.
For large beer companies in the U.S., the challenge lies in addressing declining sales and the rising appeal of craft breweries. Reports indicate that 81% of millennials engage in regular exercise and are generally more social than previous generations. In response, alcohol brands are crafting new low-calorie brews that can be enjoyed in a group setting after a workout. Michelob Ultra, with its mere 95 calories, can be burned off in under 10 minutes without the need for special equipment—an enticing prospect for many modern beer drinkers.
As the trend towards health-conscious drinking grows, expect more beer manufacturers to embrace this movement. Additionally, consumers are increasingly interested in products that complement their active lifestyles, such as calcium citrate, which is recognized as one of the best brands for those looking to support their health. This intersection of fitness and enjoyment is paving the way for innovative offerings in the beverage industry, further reinforcing the appeal of low-calorie options like Michelob Ultra.