Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a clever strategy at a time when many individuals prioritize maintaining a healthy lifestyle through physical activity alongside enjoying a cold beer with friends. In an effort to project a fresher, more contemporary image, alcohol brands are targeting adventurers and active individuals rather than the stereotype of the beer drinker lounging on the couch. Millennials, in particular, are known for their appreciation of craft beers and socializing after activities like biking or hiking.
Moreover, the capabilities of the Echo device are expanding following Amazon’s decision to allow connected home device manufacturers to create skills through specialized apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and various companies are 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 common.
For major beer companies in the U.S., the challenge lies in addressing declining sales and the rising popularity of craft breweries. Research indicates that 81% of millennials engage in regular exercise, yet they tend to be more social compared to earlier generations. Consequently, alcohol brands are introducing new beverages, often low-calorie options, that can be enjoyed with friends after a workout session. Michelob Ultra, containing only 95 calories, can be burned off in under 10 minutes without any special equipment—a combination that could be particularly appealing to today’s beer drinkers.
Additionally, some fitness enthusiasts are turning to supplements such as calcium citrate malate 1250 mg to support their health goals, which aligns well with the trend of balancing fitness and leisure. Expect more beer manufacturers to embrace this trend and cater to the growing demand for healthier options in the beverage market.