Anheuser-Busch InBev brand Michelob Ultra recently joined forces with advertising agency Gut Mexico City to release a new line of wellness-focused sports apparel, aptly named 'Michelob Origins.' Eight Mexican artists designed the T-shirts, which are available in the Mexican streetwear chain Lust in addition to other locations. The campaign included releasing videos on the Michelob Ultra YouTube channel, which showcased the shirt designs as well as footage of young people exercising, cycling, and lifting weights.
Adding the new line continues the beer marketer's strategy of positioning itself as a health and wellness lifestyle brand aimed at reaching younger, wellness-conscious consumers. In recent years, Michelob Ultra has partnered with various athletes (including Olympic runner Usain Bolt and tennis star Serena Williams. ) to drive home its point that it is a healthy alternative to heavier brews. Its low calories and low carb content have helped it position itself among the competition.
Wellness-Focused Beer-Branded Apparel
Michelob Ultra & Gut Mexico City Debut 'Michelob Origins'
Trend Themes
1. Wellness-focused Apparel - Opportunity for other alcohol brands to release their own lines of wellness-focused clothing or accessories.
2. Brand Partnership with Athletes - Opportunity for other alcohol brands to partner with professional athletes to promote their products as a healthy alternative.
3. Branded Apparel Designed by Artists - Opportunity for other brands to collaborate with artists to create unique and interesting branded apparel for consumers.
Industry Implications
1. Alcohol - Opportunity for alcohol brands to diversify their product line and tap into the growing trend of health and wellness.
2. Fashion & Apparel - Opportunity for fashion and apparel companies to collaborate with brands to create unique, limited-edition collections.
3. Athletics & Fitness - Opportunity for athletic and fitness companies to partner with alcohol brands to promote a healthy and active lifestyle.