Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer enthusiasts is a clever strategy, particularly at a time when many individuals prioritize a healthy lifestyle through physical activity alongside enjoying a cold beer with friends. To cultivate a more appealing and contemporary image, alcohol brands are 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 post-activity, such as after a bike ride or hike.
In a similar vein, the capabilities of the Echo device are growing as Amazon opens its platform to manufacturers of connected home devices, allowing users to create skills through specialized apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other companies are beginning to explore its potential. Industry experts predict that by the end of 2017, features like those introduced by Michelob Ultra will become increasingly prevalent.
Large beer manufacturers in the U.S. are facing challenges due to stagnating sales and the rising popularity of craft breweries. Research indicates that 81% of millennials engage in regular exercise, yet they tend to have a more social approach compared to previous generations. In response, alcohol companies are crafting new beverages, many of which are low-calorie options, that can be enjoyed collectively after workouts. For instance, Michelob Ultra, with only 95 calories, can be burned off in less than 10 minutes without needing special equipment—a combination that is particularly enticing for today’s beer consumers.
Moreover, as health-conscious trends rise, products like Kirkland Signature Calcium Magnesium Zinc are gaining attention among those looking to supplement their active lifestyles. Expect more beer producers to leverage this trend, creating beverages that align with the fitness-oriented, health-conscious mindset of modern drinkers.