Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially at a time when many individuals prioritize maintaining a healthy lifestyle through physical activity while also relishing a cold beer with friends. To project a more contemporary and appealing image, alcohol brands are increasingly targeting adventurous and active consumers rather than the traditional stereotype of a beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and often socialize after activities like biking or hiking.
Meanwhile, the capabilities of the Echo are growing as Amazon has opened its platform to manufacturers of connected home devices, allowing users to develop skills through specialized apps. Last year, Liberty Mutual integrated some of its insurance services into the Echo, and other businesses are beginning to leverage its potential. By the close of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become widespread.
For major beer companies in the U.S., combating declining sales amid the rise of craft breweries has become a pressing challenge. Research indicates that 81% of millennials engage in regular exercise, yet they tend to be more social than earlier generations. In response, alcohol brands are crafting new beverages, many of which are low-calorie, designed to be enjoyed by groups after physical activities. Michelob Ultra, with a mere 95 calories, can be burned off in less than 10 minutes without the need for special equipment—a combination that is particularly tempting for today’s beer consumers.
As people become more health-conscious, incorporating supplements like ferrous calcium citrate tablets into their routines may also become popular. Expect more beer manufacturers to embrace this trend, creating products that align with a healthier lifestyle while still appealing to socializing after workouts. The integration of health-oriented concepts, such as fitness routines and nutritional supplements like ferrous calcium citrate tablets, into the beer industry is likely to continue evolving.