Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a clever strategy, especially as more individuals prioritize a healthy lifestyle through physical activity alongside enjoying a cold brew with friends. In an effort to cultivate a trendier, more contemporary image, alcohol brands are targeting adventurous consumers and those with active lifestyles, rather than the traditional image of beer drinkers lounging on the couch with a beer belly. Millennials, in particular, are fond of craft beers and socializing after activities like biking or hiking.
Meanwhile, the capabilities of the Amazon Echo are expanding as the platform opens up to makers of connected home devices, allowing users to create 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. Many tech experts anticipate that by the end of 2017, skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
In the U.S., large beer companies face challenges from declining sales and the rising popularity of craft breweries. Research shows that 81% of millennials exercise regularly but maintain a more social lifestyle than previous generations. To cater to this demographic, alcohol manufacturers are introducing new beverages, many of which are low-calorie options that can be enjoyed in a group after a workout. For example, Michelob Ultra contains only 95 calories, which can be burned off in under 10 minutes without any special equipment—an appealing option for many modern beer drinkers.
Moreover, as consumers become more health-conscious, the incorporation of products like calcium citrate for constipation into their diets is becoming increasingly popular. This trend may influence beer manufacturers to create more health-oriented offerings. As the market continues to evolve, expect more breweries to align with this focus on health and fitness, integrating elements that resonate with the active lifestyles of today’s consumers, including options that support digestive health, like calcium citrate for constipation.