Michelob ULTRA Brings Fitness – and a Different Kind of Six-Pack – to Amazon Alexa

NEW YORK, NY March 20, 2017 Michelob ULTRA today 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.

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.

"We recognize that the pursuit of fitness is unique to each consumer and we wanted to deliver a new fitness option that would give our drinkers the flexibility to continue their active, balanced lives," said Azania Andrews, vice president, Michelob ULTRA. "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."

Michelob ULTRA partnered with Rodale Inc., the global health and wellness content company, to tap leading fitness experts and certified trainers to design an array of custom workouts. ULTRA 95’s fast, effective workout programs deliver targeted results with cross-discipline instruction from BJ Gaddour, Fitness Director at Men’s Health, Jen Ator, Fitness Director at Women’s Health, and Chris Kraft, Site Director at Runner’s World. Each workout can be accessed within seconds of enabling the skill on Alexa, and are designed to deliver a quick, effective, and challenging set of exercises perfect for those who prioritize staying fit.

To launch ULTRA 95, the brand is hosting a studio workout in New York City today, the first day of spring and the start of what’s often recognized as "workout season", at Spring Studios. Attendees will go through the exclusive workouts developed for the ULTRA 95, and afterwards will have the opportunity to ice down with Michelob ULTRAs and take in the first sunset of spring.—-