AB InBev to launch Michelob ULTRA brand in the UK
Launch of Michelob ULTRA
AB InBev has announced that it is launching its Michelob ULTRA brand in the UK.
The brand is described by the brewer as a 'premium light beer that doesn’t compromise on taste. Michelob ULTRA has been brewed for those who care about wellness and enjoying a beer to complement a balanced, active and social lifestyle.'
Michelob ULTRA, brewed at 3.5% ABV with 79 calories, will begin rolling-out nationwide in cans in major supermarkets and chain convenience stores from October.
Bottle format will follow next year as Michelob ULTRA will also start appearing across a wide range of on-trade outlets from Spring 2019 in bottle and draught format, as well as in cans.
The launch is being supported by a national multimedia advertising campaign, involving print, digital and out-of-home media, which will focus on the beer’s light qualities and functional benefits. Sampling and large-scale brand partnerships will also be unveiled in the coming weeks.
Matt Leadbeater, Senior Brand Manager, Michelob ULTRA, 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.
“Michelob ULTRA has been a runaway success in the U.S. 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.”
Michelob ULTRA is the latest beer in AB InBev’s low and no-alcohol portfolio in the UK, which already includes Beck’s Blue, Budweiser Prohibition and the low-alcohol Bud Light, which is brewed to 3.5% ABV.