Michelob Ultra’s choice to develop 12 tailored fitness workouts for beer enthusiasts is a clever strategy, especially as more individuals prioritize maintaining a healthy lifestyle through physical activity alongside enjoying a cold beer with friends. In an effort to cultivate a fresher, more contemporary image, alcohol brands are targeting adventure-seekers and active individuals rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and socializing after activities like biking or hiking.
The capabilities of the Echo are also expanding, following Amazon’s decision to open its platform to makers of connected home devices, allowing users to create skills through specialized applications. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other companies are beginning to tap into its potential. By the end of 2017, many tech insiders anticipate that features similar to those introduced by Michelob Ultra will become increasingly common.
For major beer corporations in the U.S., the challenge lies in addressing declining sales and the rising appeal of craft breweries. Research indicates that 81% of millennials exercise regularly while being more socially inclined than previous generations. In response, alcohol companies are crafting new products, many of which are low-calorie options, ideal for enjoying with friends after a workout. For example, Michelob Ultra contains only 95 calories, which can be burned off in under 10 minutes without any specialized equipment — a particularly enticing combination for today’s beer drinkers.
To further enhance their appeal, some breweries are beginning to incorporate health-conscious ingredients such as Citracal with vitamin D and magnesium into their offerings, aligning with the fitness trends embraced by millennials. As this trend continues, expect more beer manufacturers to leverage similar strategies, blending the enjoyment of beer with a healthier lifestyle.