USA: AB InBev adds organic beer to Michelob Ultra beer line

AB InBev has added to its Michelob Ultra beer line with the launch of a variant made with organic grains, FoodBev.com reported on February 26.

Called Michelob Ultra Pure Gold, the beverage is free from artificial colours and flavourings and is said to have a pure, refreshing taste. Each bottle contains 85 calories.

Azania Andrews, vice president of Michelob Ultra, said: “We’re proud to be a brand for consumers who balance their healthy, active lifestyles while also being able to enjoy beer. We know organic ingredients are important, and with Michelob Ultra Pure Gold we’re able to provide a new beer with a unique golden look and taste.

“We’re tapping into the occasion of spending time outdoors with friends and soaking in the same nature that inspired our new brew – a time we’re referring to as Pure Golden hour.”

AB InBev has also announced a partnership with 11-time World Surf League Champion Kelly Slater to represent the new beer throughout the year.

Michelob Ultra Pure Gold will serve as the presenting sponsor of The Founders’ Cup of Surfing, a region-versus-region team event featuring a cross-section of the world’s best surfers.

Slater said: “As a professional athlete, I strive for balance in my life – something that Michelob Ultra stands for. I’m excited to partner with the brand as they launch this next innovation in beer – Michelob Ultra Pure Gold.

“Whether you’re a pro athlete or just someone looking for organic ingredients, it’s a choice that everyone can feel good about.”

27 February, 2018