E-Malt.com News article: USA: Anheuser-Busch introduces light dark-colored beer - Michelob Ultra Amber

Anheuser-Busch announced on February 6 it introduced Michelob Ultra Amber, a light beer with a surprisingly deep amber color.

Imagine a malty, toasted aroma cloaked in a beautifully rich, deep amber-toned lager boasting the perfect arrangement of balance and flavor. Now imagine the frothy, delicate body of this beer dancing over the taste buds only to tantalize the palate with a truly refreshing finale. Meet Michelob ULTRA Amber, an American-style light lager with a surprisingly deep amber color now available nationwide.

The newest entry in a long line of innovative beers from Anheuser-Busch, Michelob ULTRA Amber is the first extension of the Michelob ULTRA brand.

“Anheuser-Busch has had great success with Michelob ULTRA and we wanted to further capitalize upon this success with the introduction of Michelob ULTRA Amber,” said Dan McHugh, vice president, Trademark Brands, Anheuser-Busch, Inc. “The distinctive taste of Michelob ULTRA Amber, carefully crafted by our brewmasters, is ideal for those who prefer a full-flavored light beer.”

Brewed at three of Anheuser-Busch’s 12 breweries including Fort Collins, Colo.; Jacksonville, Fla.; and Cartersville, Ga., using the finest two-row and dark-roasted specialty malts and a blend of aromatic domestic and imported hops, Michelob ULTRA Amber is also low in calories and carbohydrates. It contains 3.7 grams of carbohydrates, 114 calories and 5 percent alcohol by volume (ABV) per 12-ounce serving and was test marketed in Charlotte, N.C.; Daytona Beach, Fla.; Peoria, Ill.; Philadelphia and Phoenix.

“Crafting Michelob ULTRA Amber, like any of our light beers, was an exciting challenge for us as brewers,” said Guillermo Moscoso, brewmaster, Anheuser-Busch, Inc. “By using darker roasted malts to increase the flavor while maintaining a lower calorie content through the brewing process, we were able to brew a great-tasting, flavorful light lager that we know adult beer drinkers will truly enjoy.”

Priced on par with the popular Michelob ULTRA, Michelob ULTRA Amber is available in 12-ounce slope-shouldered glass bottles and comes in six-, 12-, 18-, 20- and 24-packs and in 1/2 and 1/6 barrel draught kegs. It is sold in grocery stores, convenience stores, restaurants, bars and clubs throughout the country.

The marketing of Michelob ULTRA Amber is supported by a full line of point-of-sale and merchandising materials in addition to outdoor, radio, print and television advertising including a spot during this year’s Super Bowl. In addition, Amber Smith, international model and actress, has been signed to be the face of promotional materials for Michelob ULTRA Amber and will be making appearances throughout the country on the brand’s behalf in the coming months. Smith has graced the covers of countless high fashion lifestyle magazines and has walked the runways of the world’s most famed fashion designers.

Based in St. Louis, Anheuser Busch is the leading American brewer holding 50 percent of the U.S. beer market. The company brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser Busch also holds a 50 percent share in Grupo Modelo, Mexico’s leading brewer, and a 27 percent share in Tsingtao, the No. 1 brewer in China. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is America’s top recycler of aluminum cans. For more information, visit www.anheuser busch.com.


08 February, 2006