Michelob Ultra’s initiative to develop 12 personalized fitness workouts for beer enthusiasts is a clever strategy, especially as many individuals prioritize a healthy lifestyle through exercise while still enjoying a cold brew with friends. In an effort to cultivate a trendy, contemporary image, alcohol brands are now targeting adventurers and active individuals rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are fond of craft beers and socializing after outdoor activities like biking or hiking.
On a similar note, the capabilities of the Echo are expanding following Amazon’s decision to open its platform to connected home device manufacturers, allowing users to create skills through 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 akin to those introduced by Michelob Ultra will become increasingly prevalent.
As major beer companies in the U.S. face challenges from declining sales and the rising popularity of craft breweries, they are responding by developing new products, including low-calorie options. Research indicates that 81% of millennials engage in regular exercise but are generally more social than previous generations. This demographic trend has prompted alcohol brands to create innovative brews, many of which are low in calories and can be enjoyed in a group after a workout.
With only 95 calories, Michelob Ultra can be burned off in 10 minutes or less without the need for special equipment—a combination that could be particularly appealing to modern beer drinkers. Additionally, incorporating a calcium magnesium citrate supplement into their post-exercise routine could further enhance their recovery, making the idea of enjoying a beer afterward even more attractive. Expect more beer manufacturers to tap into this trend, as they recognize the blending of fitness and social drinking among today’s consumers.