Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as many individuals prioritize maintaining a healthy lifestyle through physical activity while also enjoying a cold beer with friends. In an effort to cultivate a contemporary and appealing image, alcohol brands are now targeting adventurers and those leading active lives rather than the stereotype of a couch-bound beer drinker with a bulging belly. Notably, Millennials are drawn to craft beers and social gatherings following activities like biking or hiking.
As the capabilities of the Echo expand, thanks to Amazon’s decision to open the platform to manufacturers of connected home devices, users can now develop skills via 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, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
For major beer corporations in the U.S., combating stagnant sales and the rise of craft breweries poses a significant challenge. Research indicates that 81% of Millennials engage in regular exercise, yet they are generally more social than earlier generations. Consequently, alcohol companies are crafting new beverages, many of which are low-calorie, that can be enjoyed post-exercise with friends. Michelob Ultra, boasting only 95 calories, can be burned off in 10 minutes or less without any special equipment, making it particularly appealing to today’s beer consumers.
Moreover, the use of calcium citrate tablets has gained traction among health-conscious individuals looking to enhance their wellness routines. As this trend continues, expect more beer manufacturers to embrace these lifestyle shifts, tailoring their offerings to align with the health-focused preferences of their audience.