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 maintaining a healthy lifestyle through physical activity while also enjoying a cold beer with friends. In an effort to project a more appealing and contemporary image, alcohol brands are targeting adventurers and active lifestyle enthusiasts rather than the traditional image of a beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and socializing after activities like biking or hiking.
As the capabilities of the Echo expand following Amazon’s decision to allow connected home device manufacturers to create skills through single-purpose apps, more companies are beginning to leverage this technology. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other businesses are starting to explore its potential. Tech experts predict that by the end of 2017, skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
In the U.S., major beer companies face challenges from declining sales and the rising popularity of craft breweries. Studies indicate that 81% of millennials engage in regular exercise but tend to be more socially active than earlier generations. To cater to this demographic, alcohol brands are producing new low-calorie brews that can be enjoyed in a group after exercising. Michelob Ultra, with only 95 calories, can be burned off in under 10 minutes without special equipment—an appealing option for many contemporary beer drinkers.
Interestingly, while discussing health and beverages, some may wonder if calcium citrate lowers blood pressure. This is another aspect of health-conscious decisions that consumers are considering today. As more beer manufacturers tap into the trend of promoting active lifestyles, the connection between low-calorie options and health-conscious ingredients, such as calcium citrate, may become a focal point for many brands. Expect to see an increased emphasis on these themes in the beer industry going forward.