Not the taste.”) was meant to resonate with Atkins-dieting seniors. The brand and its tagline (“Lose the carbs. According to AdAge, Michelob Ultra launched with a different target in mind: Baby Boomers. It turns out the young, sporty audience Michelob Ultra enjoys today was an accident. So, the message is clear: This light lager is for youthful, active types and marathon runners, right? Not so fast. Michelob Ultra was originally made for Baby Boomers. Speaking to Fortune, Spiros Malandrakis, head of alcoholic drinks at research firm Euromonitor International, said Michelob Ultra capitalized on the rising trend of health and wellness more than any other premium lager. Michelob Ultra is the Gatorade of beer.įor more than a decade, Michelob Ultra has been marketed as a sports drink, with ads featuring the likes of Lance Armstrong in 2010, and three-time Olympic gold medalist beach volleyball star Kerri Walsh Jennings in 2019. Here are 12 more things you should know about Michelob Ultra. Michelob Ultra’s latest venture took a dip into growing pool of hard-seltzers.Ĭontrary to the rise of spritzer-style canned cocktails and the enduring popularity of craft beers, America is not yet over light beer, and Michelob Ultra is still leading the charge. Over the years the Michelob beer family grew to include four beers: Michelob Ultra, the classic light lager Michelob Ultra Pure Gold, a morally superior light beer made from organic grains the gluten-reduced Amber Max, another light beer with a richer taste and Michelob Ultra Infusions, with added fruit flavors.
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