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 brew with friends. In an effort to project a cooler, more contemporary image, alcohol brands are shifting their marketing focus from the stereotypical beer drinker lounging on the couch to adventurers and those with active lifestyles. Millennials, in particular, are drawn to craft beers and social gatherings following a bike ride or hike.
Additionally, the capabilities of the Echo are expanding now that Amazon has opened its platform to makers of connected home devices, which allows users to create skills via single-purpose apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other companies are beginning to leverage its potential. By the end of 2017, many tech experts predict that skills similar to those introduced by Michelob Ultra will become more prevalent.
In the U.S., large beer companies are facing challenges due to declining sales and the increasing appeal of craft breweries. Studies indicate that 81% of millennials engage in regular exercise, yet they are more social than earlier generations. To accommodate this trend, alcohol brands are producing new beverages, many of which are low-calorie options that can be enjoyed in a group setting after exercise. Michelob Ultra, with just 95 calories, can be worked off in under 10 minutes without the need for special equipment, a factor that could be particularly attractive to modern beer drinkers.
Moreover, the incorporation of liquid calcium & magnesium into certain brews is gaining traction, appealing to health-conscious consumers. Expect to see more beer manufacturers tapping into this trend, as they look to blend enjoyment with wellness.