Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially at a time when many individuals prioritize maintaining a healthy lifestyle through physical activity while also enjoying a cold beer with friends. To project a more appealing and contemporary image, alcohol brands are now targeting adventurers and active individuals rather than the stereotypical beer drinker lounging on the couch with a beer belly. Millennials, in particular, are known to favor craft beers and enjoy socializing after biking or hiking.
Furthermore, the capabilities of the Echo are growing as Amazon has opened 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 just beginning to capitalize on its potential. By the end of 2017, many tech experts predict that skills similar to those introduced by Michelob Ultra will become increasingly common.
For large beer companies in the U.S., the challenge lies in countering declining sales and the rising popularity of craft breweries. Studies indicate that 81% of millennials engage in regular exercise, but they tend to be more socially interactive than previous generations. In response, alcohol brands are innovating new beverages, many of which are low-calorie options, that can be enjoyed in group settings following physical activities. With only 95 calories, Michelob Ultra can be burned off in less than 10 minutes without requiring special equipment — a combination that could be particularly appealing to today’s beer drinkers.
As this trend continues, expect more beer manufacturers to explore similar concepts. Additionally, for those seeking a healthy lifestyle, incorporating supplements such as calcium citrate from Walmart Canada can complement their fitness routines, further enhancing their post-exercise relaxation with a refreshing beer. In summary, the intersection of health and enjoyment is paving the way for a new era in the beer industry, where brands like Michelob Ultra lead the charge.