Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as more individuals prioritize healthy living through physical activity alongside enjoying a cold beer with friends. In an effort to cultivate a more contemporary and appealing image, alcohol brands are targeting adventurers and those leading active lifestyles rather than the stereotype of the couch-bound beer drinker. Notably, millennials are drawn to craft beers and enjoy socializing after activities like biking or hiking.
Meanwhile, the capabilities of the Echo device are expanding, thanks to Amazon’s decision to open the platform to makers of connected home devices, allowing users to create skills using single-purpose apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, while other companies are just 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 companies in the U.S., the challenge of declining sales and the rise of craft breweries is significant. Research indicates that 81% of millennials engage in regular exercise, but they are also more social than previous generations. Alcohol brands are now crafting new beverages, many of which are low-calorie options that can be enjoyed with friends post-workout. Michelob Ultra, containing only 95 calories, can be burned off in less than 10 minutes without any special equipment—a combination that is especially appealing to today’s beer consumers.
Additionally, as the market evolves, the concept of low-calorie drinks can be likened to the calcium citrate drug class, which aims to provide health benefits with fewer calories. Expect to see more beer manufacturers embracing this trend as they adapt to the changing preferences of consumers.