UK: AB InBev will launch its Michelob Ultra in the UK

Brewing giant AB InBev will launch its Michelob Ultra premium light beer into the UK in a bid to replicate the brand’s US success, the Morning Advertiser reported on September 14.

The brand is currently the fastest-growing beer in the US in both value and volume terms, success that AB InBev hopes to repeat in the UK.

Research suggests Brits are seeking lower-strength beers – those with an ABV of between 0.5% and 3.5% – and bought 61 mln pints of low-alcohol beer in the past 12 months, up 34% for the same period last year, the brewer said.

“The UK launch responds directly to the trend for leading an active lifestyle and demand for reduced-calorie and lower-alcohol options,” said AB InBev.

Michelob Ultra is brewed to 3.5% ABV, has 79 calories per 335ml can and will be rolled out nationwide across the UK off-trade this October, with a bottle format due to appear in the on-trade from spring 2019.

A national multimedia advertising campaign, running across print, digital and out-of-home media, will support the launch and focus on the beer’s light qualities as well as its “functional benefits”.

Following success with its Bud Light relaunch last year, AB InBev will pump resources into sampling activity as well as brand partnerships, all of which will be unveiled shortly.

Michelob Ultra senior brand manager Matt Leadbeater said: “Drinking beer can sometimes seem at odds with living an active life, but it doesn’t have to be.

“The launch of Michelob Ultra signals an exciting new option for retailers looking to cater to increasing consumer demand for products that complement a balanced lifestyle.”

He continued: “Michelob Ultra has been a runaway success in the US and other new markets globally and we’re confident we can replicate that in the UK as more people look to brands that suit their balance of an active and social life.”

The introduction of the beer into the UK market forms part of the brewer’s wider “global smart drinking goals” that include no- or low-alcohol products making up at least 20% of its global beer volumes by the end of 2025.

16 September, 2018