Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as more individuals prioritize a healthy lifestyle alongside enjoying a cold beer with friends. In an effort to cultivate a cooler, more contemporary image, alcohol brands are now marketing their products to adventurers and those leading active lives, rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and socializing after outdoor activities like biking or hiking.
The expansion of Echo’s capabilities, following Amazon’s opening of the platform to connected home device manufacturers, allows 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. By the end of 2017, many tech experts predict that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
U.S. beer giants are facing challenges with declining sales and the rising appeal of craft breweries. Research indicates that 81% of millennials engage in regular exercise, while also being more sociable than previous generations. To meet this demand, alcohol companies are crafting new low-calorie beverages that can be enjoyed post-exercise. Michelob Ultra, boasting just 95 calories, can be burned off in under 10 minutes without any special equipment, making it particularly attractive to today’s health-conscious beer consumers.
In addition, for those who are mindful of their calcium intake, the bariatric advantage chewable calcium citrate offers a convenient way to supplement after workouts. As more beer manufacturers tap into this health-conscious trend, expect to see an increase in innovative products that cater to the active lifestyle while still allowing consumers to unwind with a refreshing brew.