![]() ![]() Imitators like Corona Premier (2.6 grams of carbs, 90 calories) are coming for its lunch, which has led to Michelob Ultra Pure Gold, clocking in at 2.5 grams of carbs and 85 calories, 10 fewer than the original brand. “The brand has such a wide set,” he adds, “it’s socially acceptable to everyone, everywhere.” It grew almost 150% among the area’s Latino market last year, a segment cited often for its potential to grow the beer category. Hand, the president and CEO of a series of distributors, says Ultra is growing around 50% year-to-year in Chicago, one of the most competitive beer marketplaces in the country. Off-premise, the brand still has as much firepower. “But we haven’t seen that with Michelob Ultra.” “There’s a segment of guests looking for whatever is the best value and it doesn’t matter what the product is,” Murphy says. Outside of happy hour specials, the regular price sits between $4.75 and $5.50 for the majority of restaurants as a 22-ounce pour and $4 to $4.75 for a pint. Ultra’s continued growth in 2018 has been in spite of a price change at national BWW restaurants: the company removed it from its “Beer of the Month” program, where it received discounts between 75 cents and $1 for one-to-two months of the year. This year it has so far picked up 0.7% of total beer share at BWW corporate locations, now sitting at 7.2%. Bud Light, Miller Lite, Coors Light, and Blue Moon are the top four brands across corporate restaurants (Buffalo Wild Wings also supports individually-owned franchise locations), but Michelob Ultra has held down fifth place for years, slowly cannibalizing share from others. Cranking out more than 42 million chicken wings a week creates lots of thirsty customers. This is a big reason that, for more than a decade, Michelob Ultra has been a mandated brand to carry at national franchise locations of Buffalo Wild Wings. According to estimates based on analysis of IRI sales data, researchers from the University of North Carolina-Greensboro found that in an unnamed market, 74% of Michelob Ultra sales in 2003 came from new drinkers who would not have purchased beer or other alcohol in the absence of the brand. ![]() Despite a flood of similar products that arrived after Ultra-the company's own Bud Select, MillerCoors' Aspen Edge, and MGD 64-none could dethrone it. In a 2013 paper researching the sale of "ultra-light beers" in the early and mid-2000s, Anheuser-Busch's creation stood out. The situation continues today, with 56% saying they want to drop pounds, but only 26% indicating it’s a serious goal. In a decades-long survey by Gallup, a historical high of 62% of respondents indicated they wanted to lose weight in 2004, but less than half that (29%) said they were seriously trying to do so. It was the perfect beer at the perfect time to tap into a unique attribute of the American psyche-one that wants to be healthy, but may not be willing to take drastic steps to achieve those goals. The New York Times reported that 37% of Ultra drinkers were women at the time, 16% higher than what was being tracked for all of beer. By 2004, marketing had changed to showcase younger people in the commercials with a focus on women. Early on in its launch, as TV ads rolled out across the country, it was 21-to-27-year-olds that started driving sales, not their parents. and Yuengling, the two largest, Brewers Association-defined craft brewers in the country.īut its growth wasn’t coming from the intended audience.īeing an ABI product, Michelob Ultra benefited from the kind of marketing budget and distribution network other brewers could only dream of, but the brand missed its mark. It sold 2.5 million barrels in its first full year, which would put it between production levels of Boston Beer Co. ![]() That it doesn't taste like water is a plus." In less than two years, Ultra became the fastest-growing product in A-B’s history. "Carbs seem to be the buzz right now if you want to be health conscious. "He was saying, ‘Is there a beer product out there we can develop for an older lifestyle and keep Atkins in mind?'" Bob Lachky, then Anheuser-Busch’s vice president for brand management and director of global brand creative, told AdAge.Īt the time, John Ufheil, vice president of Daytona Beach distributor Daytona Beverages LLC, told The Wall Street Journal he expected it to be a hit. Not long after the turn to the 2000s, August Busch III reportedly was the one who initially asked for such a beer, telling Anheuser-Busch’s leadership teams to create something to test with retirees in Florida. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce. ![]()
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