Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as more individuals prioritize maintaining a healthy lifestyle through exercise while also enjoying a refreshing beer with friends. To cultivate a trendier, more contemporary image, alcohol brands are increasingly targeting outdoor adventurers and those with active lifestyles, rather than the traditional image of a beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and socializing after activities like biking or hiking.
In line with this trend, the features of the Echo have been expanding following Amazon’s decision to allow connected home device manufacturers to develop 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 capabilities. By the end of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
Meanwhile, major beer companies in the U.S. are facing challenges with declining sales and the rising appeal of craft breweries. Research indicates that 81% of millennials engage in regular exercise but are generally more socially inclined than previous generations. To cater to this demographic, alcohol brands are launching new beverages, many of which are low-calorie options perfect for enjoying in a group after a workout. For example, Michelob Ultra, which contains only 95 calories, can be burned off in about 10 minutes or less without the need for special equipment—an appealing proposition for many modern beer drinkers.
In addition to enjoying these low-calorie beers, today’s consumers are also becoming more health-conscious, often supplementing their diets with products like calcium citrate with vitamin D3, magnesium, and zinc tablets to support their fitness routines. As this trend continues, we can expect more beer manufacturers to embrace these health-oriented initiatives and innovations.