Michelob Ultra’s initiative to develop 12 tailored fitness workouts for beer enthusiasts is a savvy strategy, especially as more individuals prioritize maintaining a healthy lifestyle through physical activity while still enjoying a refreshing beer with friends. To create a more appealing and contemporary image, alcohol brands are shifting their marketing focus towards adventurers and those leading active lives, rather than the stereotypical beer drinker lounging on the couch. Millennials, in particular, are drawn to craft beers and often socialize after engaging in outdoor activities like biking or hiking.
Moreover, the capabilities of the Echo device are expanding, following Amazon’s decision to open 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 companies are beginning to recognize its potential. By the end of 2017, many tech experts anticipate that skills similar to those introduced by Michelob Ultra will become increasingly prevalent.
In the U.S., major beer companies are grappling with stagnant sales and the rising appeal of craft breweries. Research indicates that 81% of millennials are regular exercisers, yet they tend to be more socially inclined than prior generations. In response, alcohol brands are crafting new beverages, many of which are low-calorie options that can be enjoyed in a group setting post-exercise. For instance, Michelob Ultra, which contains only 95 calories, can be burned off in under 10 minutes without special equipment—a combination that is particularly enticing to today’s beer drinkers.
Additionally, incorporating health supplements such as calcium magnesium citrate with D3 has become a trend among health-conscious consumers. As beer manufacturers increasingly recognize the importance of appealing to health-oriented lifestyles, expect to see more brands embracing this trend and promoting their products in a way that aligns with fitness and wellness, including the benefits of calcium magnesium citrate with D3. This intersection of fitness and beer is likely to resonate with millennials and active individuals alike, paving the way for further innovations in the beverage industry.