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 as much as savoring a cold beer with friends. In an effort to cultivate a trendier and more contemporary image, alcohol brands are targeting adventurers and those with active lifestyles rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and enjoy socializing after activities like biking or hiking.
As the capabilities of the Amazon Echo expand—following the company’s decision to allow connected home device manufacturers to create skills through dedicated apps—more businesses are beginning to leverage this technology. For instance, Liberty Mutual incorporated some of its insurance services into the Echo last year, and other companies are just starting to explore its potential. By the end of 2017, many tech experts anticipate that features similar to those introduced by Michelob Ultra will become increasingly prevalent.
Amidst this backdrop, large beer corporations in the U.S. face challenges from declining sales and the rising popularity of craft breweries. Research indicates that 81% of millennials engage in regular exercise, but they are also known for their social nature, which diverges from previous generations. In response, alcohol brands are developing new beverages, many of which are low-calorie options designed to be enjoyed in groups after a workout. For example, Michelob Ultra, containing only 95 calories, can be burned off in under 10 minutes without the need for special equipment—an appealing combination for today’s beer drinkers.
Additionally, just as individuals might consider integrating supplements like Jarrow Calcium Citrate into their wellness routines, beer manufacturers are likely to continue tapping into this trend of health-conscious offerings. Expect to see more brands following suit as they strive to attract a more active consumer base.