Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer enthusiasts is a savvy strategy, especially as many individuals prioritize maintaining a healthy lifestyle through physical activity just as much as they enjoy a cold beer with friends. To cultivate a cooler, more contemporary image, alcohol brands are targeting adventurers and those who lead active lifestyles, 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.
As the capabilities of the Echo expand, thanks to Amazon opening the platform to makers of connected home devices, users can now create skills through dedicated 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, tech experts anticipate that skills akin to those introduced by Michelob Ultra will become increasingly prevalent.
For major beer companies in the U.S., there is a challenge in overcoming stagnant sales alongside the rising popularity of craft breweries. Studies show that 81% of millennials exercise regularly, but they also tend to be more social compared to prior generations. In response, alcohol brands are developing new offerings, many of which are low-calorie options that can be enjoyed in a group setting after exercise. Michelob Ultra, with only 95 calories, can be burned off in 10 minutes or less without any special equipment—a combination that could be particularly appealing to today’s beer drinkers.
Moreover, integrating health-conscious products like Citracal gummies into this lifestyle could further enhance the appeal of these beverages. Expect to see more beer manufacturers tapping into this trend as they aim to resonate with health-focused consumers who enjoy activities and socializing just as much as they savor a refreshing drink.