Anheuser-Busch Brand Introduces First Alexa Skill

Michelob Ultra has launched a free, dedicated skill on Amazon Alexa, called Ultra 95 — the first skill introduced by an Anheuser-Busch brand.

The skill taps into the Michelob Ultra brand's recent marketing focus by celebrating beer drinkers who embrace an active, balanced lifestyle. The Ultra 95 skill taps into the voice recognition aspect of Alexa to deliver 12 customized fitness workouts to beer drinkers who enjoy staying active physically. 

Ultra 95 is available for anyone 21 years of age with 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 fewer 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 ... 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.”

Michelob Ultra partnered with Rodale Inc., a global health and wellness content company, to tap fitness experts and certified trainers to design the custom workouts. 

Anheuser-Busch InBev ranks 7th on CGT's list of Top 100 Consumer Goods Companies for 2016.