Michelob ULTRA launched a free, dedicated skill on Amazon Alexa, called ULTRA 95, just in time for spring. This is also the first skill introduced by an Anheuser-Busch brand. Michelob ULTRA celebrates those who embrace an active, balanced lifestyle, and the ULTRA 95 skill taps into the cutting-edge voice recognition aspect of Alexa to deliver 12 customized fitness workouts to beer drinkers who enjoy staying active physically as much as they enjoy gathering with friends for a beer.
There are 12 different workouts on the ULTRA 95 Alexa skill, divided into three different categories: Strength, Conditioning, and Flexibility.
The Strength category includes four different workouts: Upper Body, Lower Body, Full Body, and Core.
The Conditioning category includes five different workouts: Fat Loss, High Intensity Interval Training, Cardio, Tabata, and Warm Up/Pre-Run.
The Mobility category includes Yoga, Stretch, and Warm Down/Post-Run.
ULTRA 95 is free to enable for anyone who is over 21 years of age and has an Alexa-enabled device such as the Amazon Echo, Echo Dot, and Amazon Tap. Each of the 12 audio workouts are designed to be quick and efficient, burning approximately 95 calories (the same number that’s in every serving of a Michelob ULTRA) in 10 minutes or less without the need for specialized equipment.
Azania Andrews, Vice President, Michelob ULTRA told DIVERGE more:
Who is the team behind this idea?
Michelob ULTRA developed the idea for ULTRA 95—we recognized that voice driven technology will continue to become a more central part of our drinkers’ lives. Michelob ULTRA is a beer that is brewed for beer drinkers who put in the effort to live an active, balanced lifestyle, and fitness is a key part of their routine. The development of the new ULTRA 95 skill for the Amazon Alexa is another example – beyond our core beer offering – of how far Michelob ULTRA goes to support their drinkers’ active, balanced lifestyles. Michelob ULTRA worked closely with fitness experts at Rodale – publisher of Men’s Health and Women’s Health, among other titles – notably BJ Gaddour, Fitness Director of Men’s Health, Budd Coates, Training Director of Runner’s World, and Jen Ator, Fitness Director at Women’s Health, to develop a series of 12 workouts that deliver efficient, effective exercises to consumers.
Why is it significant?
Michelob ULTRA is the first Anheuser-Busch brand to launch an Amazon Alexa skill. We recognize that the pursuit of fitness is unique to every individual and we wanted to deliver a new fitness option that would give our drinkers the flexibility to continue their active, balanced lives. Our ULTRA 95 skill on Amazon Alexa uses innovative speech recognition technology to provide consumers with easy, instantaneous-to-access workouts that help them stay fit, and have fun in the process, no matter how busy their lives get.
Why did you decide to partner with Alexa?
We recognized that Amazon Alexa is an innovative technology platform that provides an easy-to-engage interface for Michelob ULTRA to deliver real value – in this case in the form of fitness workouts – to our drinkers who lead active, balanced lives that consist of both working out and going out.
Why is an active and healthy lifestyles a priority for the brand?
With just 95 calories, 2.6 carbs that doesn’t compromise on taste, Michelob ULTRA is a superior light beer that doesn’t cancel out all the hard work that our drinkers put in every day. It’s a beer whose identity, since its inception in 2002, has been centered on the active, balanced lifestyles our drinkers live has been a leader in celebrating this lifestyle – from everyday training to sports competitions. Michelob ULTRA drinkers care about what they drink and what they eat, and ultimately, they look for lower calorie/carb options that don’t sacrifice taste.
Additional thoughts?
Michelob ULTRA contains just 95 calories and 2.6 carbs, and by showcasing quick, effective workouts that burn a similar amount of calories, we are showing beer drinkers that they don’t have to spend hours at the gym simply to justify enjoying a beer socially.
