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 micUltra  

 

  

Michelob ULTRA

  

Introduced:

2002

Beer Category/Style:

High End – American-style, low-carbohydrate light lager

Taste Profile:

Subtle fruit and citrus aromas complement this light-bodied beer’s smooth and refreshing taste.

Ingredients/Brewing:

Brewed using the finest barley malt, select grains, all-imported hops and a pure-cultured yeast strain. The special choice of grains combined with the extended mashing process produces a smooth, refreshing beer with fewer carbohydrates.

Advertising Highlights:

Television advertising features characters in active-lifestyle settings with the tagline “Live life to the ULTRA.”

Sponsorship Highlights:

Michelob ULTRA is the “Official Beer” sponsor of the LPGA Tour and the title sponsor of the LPGA Michelob ULTRA Open at Kingsmill. The brand sponsors Michelob ULTRA ambassadors Natalie Gulbis, Grace Park and Lorie Kane. Michelob ULTRA also sponsors the Michelob ULTRA Race to the ULTRA Series of more than 40 running and cycling events in 2008.

Community Highlights:

The LPGA Michelob ULTRA Open event at Kingsmill supports a variety of Virginia-based charities including the Special Olympics of Virginia; Boys and Girls Clubs affiliates in the greater Hampton Roads area, which provides family-style residential living and supportive services to at risk children; The USO of Hampton Roads, which provides supportive services to active duty military personnel in the area; and Education is Freedom, a charity that focuses on students who have shown academic promise and leadership, but need financial assistance and guidance to attend college.

Interesting Facts:

One year after its introduction, Michelob ULTRA became the fastest-growing new brand in the industry and was 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.