Living Life to the ULTRA
Quality. Heritage. Innovation. Not only are they central to Anheuser-Busch’s history, they are fundamental tenets of its future.
The iconic American brewer is renowned for its innovative approach to the beer business and its insights into the wants and needs of its consumers. Brewing, packaging, transportation – all areas in which A-B has led the way. So it came as no surprise when Anheuser-Busch introduced Michelob ULTRA to rave reviews in 2002. Brought to market as an American-style, low carbohydrate light lager, Michelob ULTRA quickly became one of the fastest-growing new beer brands and one of the most successful new products in the storied history of Anheuser-Busch.
How?
By tapping into the active lifestyle, Michelob ULTRA became a phenomenal hit among adult fitness enthusiasts, adult consumers living an active lifestyle, and those looking for a great-tasting beer with lower carbohydrates and fewer calories.
Supporting the Consumer
For a brand spawned by a specific consumer need, sponsoring a multitude of active lifestyle sports, such as running and cycling, was a natural fit.
For runners, the brand sponsors “Run to the ULTRA,” a series of 40 events across the U.S. ranging in size from 2,000-65,000 participants. In cycling, Michelob ULTRA sponsors local and regional races throughout the country, for both professional and amateur cyclists.
In each case, the Michelob ULTRA brand has been able to reach a vast number of adult consumers with its messages. More importantly, it is able to forge a deeper, more emotional connection to these consumers, who appreciate not only the brand’s support of the types of activities they enjoy, but a product that fits their lifestyle.
Consumer Response
Michelob ULTRA provided active, adult beer drinkers with another option – one with only 95 calories and 2.6 grams of carbs. From day one the brand has remained committed to supporting their way of life, and consumers have responded by helping Michelob ULTRA become one of the most successful brands in the Anheuser-Busch portfolio.
For more information on Michelob ULTRA please visit: www.michelobultra.com.