Michelob Ultra’s initiative to offer 12 tailored fitness workouts for beer enthusiasts is a clever strategy, especially at a time when many individuals prioritize a healthy lifestyle alongside enjoying a cold beer with friends. Alcohol brands are shifting their marketing focus towards adventurers and those leading active lives, moving away from the stereotype of the couch-dwelling beer drinker. This is particularly appealing to millennials, who are known for their love of craft beers and socializing after outdoor activities like biking or hiking.
In a similar vein, the capabilities of the Echo device are expanding, following Amazon’s decision to open the platform to connected home device manufacturers. This allows users to develop 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. By the end of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
For major beer companies in the U.S., the challenge of declining sales and the rise of craft breweries is becoming more pronounced. Research indicates that 81% of millennials exercise regularly, yet they also prefer social interactions more than previous generations. In response, alcohol brands are developing new low-calorie brews designed to be enjoyed in a group after workouts. Michelob Ultra, which contains only 95 calories, can be burned off in less than 10 minutes without the need for special equipment, making it an attractive option for today’s beer consumers.
As this trend continues, expect more beer manufacturers to align their products with the health-focused lifestyle of consumers. Additionally, incorporating health supplements like Citracal Plus D3 may resonate well with this audience, as it emphasizes the importance of maintaining an active lifestyle and ensuring adequate nutrition. This combination of fitness, socializing, and low-calorie beer options, alongside health supplements like Citracal Plus D3, could redefine the drinking habits of many modern beer enthusiasts.