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Budweiser may be “the king of beers,” but paraphrasing a 2019 Bloomberg report, Michelob Ultra is “the crown jewel.”
Michelob Ultra strategically responded to consumer demands in the late 1990s. Following the success of Bud Light, Americans were seeking a beer with fewer carbs and calories, yet one that also had a sleek appearance to enjoy after a run.
It was Michelob Ultra’s moment.
Beer for Health-Conscious Drinkers
After its debut in 2002, Michelob Ultra positioned itself as the new light beer for health-conscious drinkers, fitness enthusiasts, and even athletes.
Thanks to marketing efforts and globally recognized sports ambassadors, Michelob Ultra quickly became one of the largest light beer brands in the United States.
Over the years, the Michelob beer family expanded to include four varieties in its portfolio:
- Michelob Ultra, the classic light lager.
- Michelob Ultra Pure Gold, a light beer made from organic grains.
- Amber Max, a reduced-gluten beer.
- Michelob Ultra Infusions, a fruit-flavored beer.
10 Things You Should Know About Michelob Ultra
Additionally, during its latest venture, Michelob Ultra entered the growing hard seltzer market.
However, despite the rise of canned spritzers and the enduring popularity of craft beers, the U.S. still favors light beers, with Michelob Ultra leading the way.
1. Michelob Ultra is the Gatorade of Beer
For over a decade, Michelob Ultra has been marketed primarily as a sports drink, featuring ads with personalities like Lance Armstrong in 2010 and three-time Olympic gold medalist beach volleyball star Kerri Walsh Jennings in 2019.
Michelob Ultra Was Originally Crafted for Baby Boomers
The message seems clear: it’s a light beer for young, active, marathon-running types, right? Not so fast.
The young, athletic audience Michelob Ultra enjoys today was accidental, as it was originally launched with a different target in mind: Baby Boomers.
The brand and its slogan, “Lose the carbs. Not the taste,” were designed to resonate with those born between 1946 and 1964 who followed the Atkins diet.
3. Michelob Ultra is “Keto”
While the Atkins diet may be outdated, Michelob Ultra drinkers still celebrate its low carb count.
Its latest accolade? Michelob Ultra is keto-friendly. As reported by Women’s Health in March 2019:
Michelob Ultra is making keto dieters’
dreams come true, particularly with its Infusions line of fruit-flavored light beers.
The keto diet requires consuming fewer than 50 net carbs per day (ideally no more than 20) to encourage the body to burn fat for energy, a state called ketosis.
While this typically rules out beer and fruit, Women’s Health noted that:
Michelob Ultra Infusions offers keto dieters the best of both worlds.
Calories and Carbs Matter
Michelob Ultra keeps its stats low, with its 4.2% ABV beer containing just 95 calories per 330 ml serving.
This is fewer calories than almost all its competitors, including Bud Light (110 calories), Coors Light (102 calories), and Miller Lite (96 calories).
Additionally, Michelob Ultra has only 2.6 grams of carbs per 330 ml serving, compared to Natural Light and Busch Light, which have 3.2 grams each.
Meanwhile, Michelob Ultra Organic goes even lower, with just 85 calories per 330 ml serving.
5. Michelob Ultra Remains a Best-Selling Beer
In 2019, Michelob Ultra became the third best-selling beer brand in the U.S.
Trailing only Bud Light and Coors Light, and surpassing Budweiser and Miller Lite, which previously held the third and fourth spots, respectively.
6. The Michelob Ultra Family
There are four varieties of Michelob Ultra in the brand’s portfolio, with Michelob Ultra “Superior Light Beer” being the original version launched in 2002.
But it wasn’t until 16 years later, in 2018, that Michelob Ultra Pure Gold, an organic version of light beer, was launched, heralded as the first USDA-certified organic beer in the United States.
A little over a year later, the brand launched Michelob Ultra Infusions and Michelob Ultra Amber Max, a gluten-free version of the beer.
Finally, in 2021, the long-awaited Michelob Ultra Hard Seltzer arrived.
7. Two Main Varieties
Today, there are two main lines of hard seltzers: a classic collection featuring popular flavors like black cherry and citrus, and an exclusive collection offering more complex flavors like cucumber, lime, and pineapple.
Each Michelob Ultra Hard Seltzer has just 4% ABV and fewer than 90 calories.
8. Pure Gold is Brewed with Solar Energy
In 2018, Anheuser-Busch announced its U.S. Sustainability Goals for 2025, focusing on four key areas:
- Renewable electricity and carbon reduction.
- Water stewardship.
- Smart agriculture.
- Circular packaging.
In 2021, Michelob Ultra Pure Gold became the first beer in the portfolio to be brewed with 100% renewable solar energy.
9. Michelob Ultra Can Laugh at Itself
Michelob Ultra sponsored two Super Bowl ads for the first time in 2018, both featuring Chris Pratt.
The first was an “ironic” ad showing Pratt “training” for his role as a Mich Ultra spokesperson, while the second was a “real” ad featuring Pratt alongside golfer Brooks Koepka and surfer Kelly Slater.
Perhaps the most memorable Super Bowl ad was the parody commercial for Michelob Sport, a “healthy” light beer aimed at nature lovers who want to be better hikers.
10. You Can Drink Mich Ultra, But Also Use It
Michelob Ultra is a long-time sponsor of running and marathon events.
At the 2020 New York City Marathon, Michelob Ultra introduced its own running shoes, made by Newton Running.
And if you’re not into running or stylish sneakers, you can still enjoy Michelob Ultra’s playlists on Spotify.
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