E-Malt.com News article: 1942

The word’s largest beer maker, Anheuser-Busch Cos. Inc., intends to sell its popular Michelob Ultra low carbohydrate beer in 12 ounce cans starting in January, American brewery said on December 16. Michelob Ultra, which helped boost Anheuser-Busch's profit growth throughout 2003, has proved popular to health conscious consumers concerned about their weight.

Michelob ULTRA, a brand that was introduced to adult beer drinkers in fall 2002, has become a phenomenal hit among adult fitness enthusiasts, adult consumers living an active lifestyle, and those looking for a great tasting beer with lower carbohydrates and fewer calories, Anheuser Busch wrote.

Sales for the new addition to the Michelob Family of beers have been on record pace since its national rollout - supermarket data shows that the brand has already gained a 2.1 % share of the beer industry and has helped drive the high-end category up by 7.2 % this year.

“Michelob ULTRA has become the hottest new brand in the beer industry since being introduced last fall and has more than tripled the initial projections. It is a product that has a low carb and low calorie point of difference while featuring a great smooth taste,” said Rick Leininger, director, Michelob brands, Anheuser-Busch, Inc. “We are very excited about the success of the brand, and in its second year, we plan to expand our marketing efforts into a few new areas so that more adult beer drinkers have a chance to try it.”

As a part of the expansion, the brand will be available in a 12-oz. can beginning in early January. “We have heard from our consumers and our wholesaler system and we’re happy to respond with this new package next month,” Leininger said. Michelob ULTRA will now be available nationally in 12-oz. cans and “sloped shoulder” bottles and on draught. Cans are available in six-pack, 12-packs and 18-packs. Bottles are available in six-packs, 12-packs, 20-packs and 24-packs.

Keeping its focus on consumers who lead an active lifestyle, the brand will continue its partnership with Runner’s World magazine and its ‘Run to the Finish Series’ in select markets around the country. Also in 2004, Michelob ULTRA will serve as the “official beer” of golf, a position most recently held by Michelob Light. Included in this new role, the brand will become the title sponsor of the LPGA Michelob ULTRA Open at Kingsmill, one of the top prize money events on the LPGA Tour scheduled for May 3-9, 2004, in Williamsburg, Va. In addition, Michelob ULTRA will sponsor international PGA TOUR sensation Sergio Garcia through the 2005 season. Michelob ULTRA also will become the “official beer” of the LPGA, PGA TOUR and the Champions Tour.

Not only is Michelob ULTRA an active partner in many sports activities, but also with the contemporary arts. Anheuser-Busch has been a longtime supporter of the Broadway industry as the “official beer sponsor” of Live Broadway. In 2003, Michelob ULTRA took over this sponsorship, which also includes the Broadway Show League, a softball program founded in 1955 comprised of people working on Broadway and “off Broadway” shows. The brand made a $50,000 donation earlier this year to “Broadway Cares/Equity Fights AIDS” in connection with the softball league’s activities.

In July, Michelob ULTRA became the “official alcohol sponsor” of the popular Broadway play “Thoroughly Modern Millie.” The winner of six 2002 Tony Awards including Best Musical, “Thoroughly Modern Millie” earned more awards than any Broadway Show that debuted in 2002. The sponsorship includes an extensive 35-city tour that is captivating audiences with the best of Broadway. As part of the sponsorship, Michelob ULTRA is conducting local and national programs to create excitement and awareness around the coming show. Michelob ULTRA also sponsors the local Broadway hit musical “Movin’ Out” which debuted in New York last fall.

“Michelob ULTRA has really struck a chord among a wide cross-section of consumers, and we wanted to expand the brand’s presence to our sponsorship of ‘Live Broadway,’ including two of Broadway’s hottest shows,” Leininger said. “This sponsorship creates a number of opportunities for us to reach sophisticated contemporary theater lovers during the upcoming season in dozens of cities.”

Michelob ULTRA is a smooth, refreshing lager with 95 calories, 4.2 % alcohol by volume and 2.6 grams of carbohydrates per 12-oz. serving. Michelob ULTRA is brewed using the finest pale two-row and Munich six-row barley, select grains, all-imported hops and a pure cultured yeast strain. The special choice of grains, combined with the extended mash process, produces a smooth, refreshing beer with fewer carbohydrates.



19 December, 2003