Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, particularly as more individuals prioritize maintaining a healthy lifestyle through physical activity alongside enjoying a cold beer with friends. In an effort to present a more appealing and contemporary image, alcohol brands are targeting adventurers and active individuals rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and social gatherings following outdoor activities like biking or hiking.
Moreover, the expanding capabilities of the Echo are noteworthy, as Amazon has opened the platform to manufacturers of connected home devices, allowing users to create skills through single-purpose 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 industry experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
For large beer companies in the U.S., the challenge of declining sales and the rising popularity of craft breweries is significant. Research indicates that 81% of millennials engage in regular exercise but tend to be more socially inclined than previous generations. In response, alcohol brands are innovating new beverages, many of which are low-calorie options, that can be enjoyed in a group setting after workouts. Michelob Ultra, with only 95 calories, can be burned off in 10 minutes or less without the need for specialized equipment—a combination that many contemporary beer drinkers may find particularly tempting.
Additionally, incorporating ingredients like calcium mag citrate into their offerings could further enhance the appeal of these beverages, aligning with health-conscious trends. Expect more beer manufacturers to leverage this trend and adapt their products to meet the evolving preferences of today’s consumers.