Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer enthusiasts is a clever strategy, particularly as many individuals increasingly prioritize a healthy lifestyle through physical activity alongside enjoying a cold brew with friends. In an effort to cultivate a cooler, more contemporary image, alcohol brands are targeting adventurers and those leading active lifestyles rather than the stereotypical beer drinker lounging on the couch with a beer belly. Millennials, in particular, are inclined towards craft beers and socializing after activities like biking or hiking.
The capabilities of the Echo are also expanding, following Amazon’s decision to allow connected home device manufacturers to create specialized skills through targeted apps. Last year, Liberty Mutual integrated some of its insurance services onto the Echo, and other companies are just beginning to explore its potential. By the end of 2017, many technology experts predict that skills similar to those introduced by Michelob Ultra will be increasingly prevalent.
Large beer companies in the U.S. are grappling with declining sales and the rising appeal of craft breweries. Research indicates that 81% of millennials engage in regular exercise, yet they tend to be more social than earlier generations. As a response, alcohol companies are developing new brews, many of which are low-calorie options that can be enjoyed by groups after exercising. Michelob Ultra, with only 95 calories, can be burned off in under 10 minutes without the need for special equipment—a combination that could be particularly appealing to today’s beer consumers. Additionally, the inclusion of ingredients like calcium citrate or calcium in these low-calorie beverages may enhance their attractiveness to health-conscious drinkers. Expect more beer manufacturers to capitalize on this trend.