Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as many individuals prioritize a healthy lifestyle through physical activity just as much as they relish enjoying a cold beer with friends. In an effort to project a trendier, more contemporary image, alcohol brands are targeting adventurers and active individuals rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are known for their affinity for craft beers and socializing after activities like biking or hiking.
Meanwhile, the capabilities of the Echo are expanding, thanks to Amazon allowing connected home device manufacturers to develop skills through dedicated apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, with other companies 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 large beer corporations in the U.S., the challenge lies in addressing declining sales amidst the rising popularity of craft breweries. Studies show that 81% of millennials engage in regular exercise, and they tend to be more sociable than previous generations. In response, alcohol brands are crafting new beverages, many of which are low-calorie options, that can be enjoyed in a group setting post-exercise. Michelob Ultra, containing only 95 calories, can be worked off in under 10 minutes without any special equipment—an appealing factor for today’s beer consumers.
Additionally, it’s worth noting that some beer drinkers may experience an upset stomach, which can be alleviated by considering options like calcium citrate. As more beer manufacturers recognize this trend, it’s likely that they will continue to innovate in ways that cater to health-conscious consumers while maintaining the enjoyment of their favorite brews. Expect to see more developments in this direction as the industry evolves.