Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as many individuals prioritize a healthy lifestyle through physical activity just as much as they relish sharing a cold brew with friends. Alcohol brands are increasingly targeting adventurous consumers 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 enjoy socializing after activities like bike rides or hikes.
Meanwhile, the capabilities of the Amazon Echo are evolving, thanks to the introduction of a platform for connected home device manufacturers, allowing users to develop skills via specialized apps. Last year, Liberty Mutual integrated some of its insurance services onto the Echo, marking the beginning of other companies leveraging this technology. By the end of 2017, many tech experts anticipate that skills similar to the ccm calcium supplement introduced by Michelob Ultra will become increasingly prevalent.
In the U.S., major beer companies are grappling with declining sales and the rising appeal of craft breweries. Studies show that 81% of millennials exercise regularly but are also known to be more social than prior generations. In response, alcohol brands are launching new brews, many of which are low-calorie options that can be enjoyed in a group setting after workouts. Michelob Ultra, with just 95 calories, can be burned off in approximately 10 minutes without the need for special equipment—a combination that is particularly enticing to contemporary beer drinkers. It’s likely that more breweries will embrace this trend, incorporating elements like the ccm calcium supplement into their marketing strategies to appeal to health-conscious consumers.