Michelob Ultra’s initiative 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 trendier and more contemporary image, alcohol brands are targeting adventurous consumers and those with active lifestyles rather than the traditional beer drinker lounging on the couch. Millennials, in particular, are known for their preference for craft beers and socializing after activities like biking or hiking.
Meanwhile, the capabilities of the Echo device are expanding, following Amazon’s decision to open the platform to manufacturers of connected home devices. This allows users to develop skills through specialized apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other businesses are beginning to leverage its potential. By the end of 2017, many tech experts predict that skills akin to those introduced by Michelob Ultra will become commonplace.
In the U.S., major beer companies are facing challenges due to declining sales and the rising popularity of craft breweries. Studies indicate that 81% of millennials engage in regular exercise but are generally more social than earlier generations. To cater to this demographic, alcohol brands are crafting new beverages, many of which are low-calorie options that can be enjoyed post-exercise. Michelob Ultra, with only 95 calories, can be burned off in 10 minutes or less without the need for special equipment, making it particularly appealing to today’s beer drinkers.
As more beer manufacturers begin to embrace this trend, incorporating elements that resonate with active lifestyles will become increasingly important. Additionally, as consumers look for ways to enhance their health, products like Kirkland calcium citrate magnesium and zinc dosage may also gain prominence, further encouraging a balanced lifestyle. Expect to see this growing intersection of health and enjoyment in the beer industry.