Michelob Ultra’s strategy to develop 12 tailored fitness workouts for beer enthusiasts is a clever initiative, especially now when many individuals prioritize maintaining a healthy lifestyle through physical activities just as much as they enjoy sipping a cold beer with friends. In an effort to cultivate a more appealing and contemporary image, alcohol brands are targeting adventurous consumers and those leading active lifestyles, rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and often socialize after engaging in activities like biking or hiking.
Additionally, the functionality of the Echo device is expanding as Amazon has opened its platform to manufacturers of connected home devices, allowing users to create skills via single-purpose applications. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other companies are just beginning to explore its potential. By the close of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
Meanwhile, major beer corporations in the U.S. are facing challenges with stagnant sales and the rising appeal of craft breweries. Research indicates that 81% of millennials engage in regular exercise, often with a more social approach than previous generations. In response, alcohol companies are innovating new beverages, many of which are low-calorie options that can be enjoyed by groups after workouts. Michelob Ultra, with just 95 calories, can be burned off in under 10 minutes without the need for special equipment—a combination that could be especially enticing to today’s beer drinkers.
Furthermore, as consumers become more health-conscious, products like calcium citrate powder are gaining traction. In particular, the now calcium citrate powder 8 oz serves as a convenient supplement for those looking to enhance their dietary intake post-exercise. Expect more breweries to embrace this trend, as they cater to the evolving tastes and lifestyles of their customers, integrating health-conscious options like calcium citrate powder into their marketing strategies.