Michelob Ultra: A Beer Worthy Of Your Taste Buds?

Michelob Ultra is a light beer with a dedicated following. With 95 calories, 2.6 grams of carbohydrates, and 4.2% ABV per 12-ounce serving, it is marketed as a refreshing, low-calorie, low-carb option for health-conscious drinkers. Its popularity has grown since its debut in 2002, and it is now the third-largest beer brand in the US. However, opinions on its taste are mixed, with some drinkers preferring beers with more flavour.

Michelob Ultra's low-calorie, low-carb count

Michelob Ultra is a popular beer in the US, particularly among those who are health-conscious, fitness enthusiasts, or athletes. It has been marketed as a sports drink, with ads featuring athletes such as Lance Armstrong and three-time Olympic gold medalist Kerri Walsh Jennings. With only 95 calories and 2.6 grams of carbohydrates per 12-ounce serving, it is lower in both than its competitors, including Bud Light, which has 110 calories and 6.6 grams of carbohydrates.

Michelob Ultra's low-calorie and low-carb count make it appealing to those who want to lead a healthier lifestyle without giving up their drinking habits. It is also keto-friendly, with a low-enough carb count to fit within the keto diet's requirements. The beer's positioning as a lifestyle brand has contributed significantly to its success, attracting consumers who are increasingly conscious of what they consume.

The low-calorie and low-carb count of Michelob Ultra also extends to its product line extensions, such as Michelob Ultra Infusions, a fruit-flavored light lager, and Michelob Ultra Organic, which has even fewer calories and carbohydrates than the original. The brand continues to innovate, recently launching Michelob Ultra Amber Max, a gluten-reduced version, and Michelob Ultra Hard Seltzer, offering a variety of flavors with low calories and ABV.

Michelob Ultra's ability to meet the needs of health-conscious consumers while still delivering a refreshing and enjoyable drinking experience has made it a standout in the beer industry, solidifying its position as a leading brand in the US market.

The beer's marketing and target audience

Michelob Ultra's marketing strategy has been described as "inspirational for the aspirational". The beer was launched in 2002, during the Atkins diet and low-carb craze, with the tagline "Lose the carbs. Not the taste". The marketing focused on the beer's low-carb content, with TV ads showing people engaging in physical activities like jogging, tennis, and golf, and ending with a Michelob Ultra beer as a post-workout drink. This approach tapped into the rising awareness of health and wellness among consumers, positioning Michelob Ultra as a healthy choice for those pursuing an active and healthy lifestyle.

The brand's marketing has evolved to maintain its relevance in a crowded wellness category. Michelob Ultra has sponsored sporting events like the Rock 'n' Roll marathon series and partnered with celebrities like cyclist Lance Armstrong and actor Chris Pratt, who embody an active and healthy image. The brand has also extended its wellness positioning through product innovations like Michelob Ultra Pure Gold, the first nationally sold USDA-certified organic beer, and Amber Max, which is gluten-free.

Michelob Ultra's target audience is primarily younger, more affluent consumers who are inspired to live a healthier lifestyle. The brand has attracted a significant female following, with 37% of its drinkers being women at one point, which is higher than the average for beer. The brand's marketing resonates with consumers who want to make healthier choices without sacrificing taste or their enjoyment of beer.

Michelob Ultra's marketing success lies in its ability to align with its target audience's aspirations for a healthier and more balanced lifestyle. By positioning itself as a lifestyle brand first and a beer second, Michelob Ultra has created a strong connection with its consumers, contributing to its growth and success in the highly competitive beer market.

How the beer tastes

Michelob Ultra is a light lager with a light citrus aroma and a crisp, refreshing finish. It is a low-calorie, low-carb beer with 95 calories and 2.6 grams of carbohydrates per 12-ounce serving. It is positioned as a beer for health-conscious drinkers, fitness enthusiasts, and athletes, with endorsements from sports personalities such as Lance Armstrong and Kerri Walsh Jennings.

The taste of Michelob Ultra has been described as "watery" and lacking flavour, with some drinkers preferring beers with more flavour, such as Miller Lite or IPAs. However, others appreciate its refreshing taste, especially after a workout or during a round of golf. It is also popular among those watching their weight or on a keto diet, as it is lower in calories and carbs than many other beers.

One drinker describes Michelob Ultra as "a feel-good product," suggesting that it aligns with their healthy lifestyle without requiring them to give up their drinking habits. The beer's marketing campaign has tapped into this sentiment, promoting it as a "lifestyle brand" for those who want to have a good time while also caring about their health.

The beer's light and refreshing taste has made it a popular choice, especially during the summer months, with some drinkers stocking up on Michelob Ultra weekly. It caters to those seeking a crisp, carbonated beverage that feels hydrating, almost like drinking water.

While some may find the taste too mild or watery, Michelob Ultra has found a dedicated following among those who appreciate its low-calorie, low-carb profile and its alignment with their active and health-conscious lifestyles.

Michelob Ultra's position in the market

Michelob Ultra is a light lager with a light citrus aroma and a crisp, refreshing finish. It has 95 calories and 2.6 grams of carbohydrates per 12-ounce serving, which is lower than many of its competitors, including Bud Light, Coors Light, and Miller Lite. It was launched in 2002 and was originally marketed towards Baby Boomers, with the tagline "Lose the carbs. Not the taste." However, it ended up attracting a younger, sporty audience and has since become one of the most popular beers in the US. It is known for its major marketing efforts and sports ambassadors, such as Lance Armstrong and Kerri Walsh Jennings.

Michelob Ultra has been a consistent top-tier beer in the US market. In 2019, it became the third-largest beer brand in the country, surpassing Budweiser and Miller Lite. It continues to climb the ranks, recently becoming the second top-seller in the US, surpassing giants like Coors Light and Miller Lite. The brand has expanded its offerings with Michelob Ultra Pure Gold, an organic version of the light lager, and Michelob Ultra Infusions, a fruit-flavored light lager.

Michelob Ultra's success can be attributed to its ability to tap into the rising trend of health and wellness. It caters to health-conscious drinkers, fitness enthusiasts, and athletes who are looking for a low-carb and low-calorie beer option. This positioning has made it a lifestyle brand for drinkers who are active or considerate of their intake. The brand has also benefited from its powerful backing in advertising, with a marketing budget and distribution network that other brewers can only dream of. It has sponsored over 100 events annually and has aired Super Bowl commercials starring world-famous actors like Chris Pratt.

Michelob Ultra has found a sweet spot in the market by offering a low-calorie, low-carb beer option that still provides a refreshing and enjoyable drinking experience. It has become a "lifestyle brand" for a wide range of consumers, from athletes to those who are simply conscious of their health. With its continued growth and expansion, Michelob Ultra is well-positioned to maintain its strong market position in the US beer industry.

The beer's ingredients

Michelob ULTRA is a superior light beer with only 95 calories and 2.6 carbs per 12 fl oz serving. It is brewed with water, barley malt, rice, hops, and a pure-cultured yeast strain. The choice of grains and extended mashing process lead to its refreshing taste and fewer carbohydrates.

Michelob ULTRA Pure Gold is an organic variety with 85 calories and 2.5 carbs per 12 fl oz serving. It is brewed with organic rice, organic barley malt, and hop extract. The use of organic grains from the finest fields gives it a crisp taste, and it is brewed with 100% solar energy, making it a sustainable choice.

Michelob ULTRA Infusions is a fruit-flavoured light lager, with varieties including Blueberry Watermelon, Strawberry Guava, and Watermelon Strawberry.

Michelob ULTRA Amber Max is a gluten-reduced version of the beer with a richer taste.

The ingredients and brewing processes of the different varieties of Michelob ULTRA contribute to their unique characteristics, catering to health-conscious and active consumers who appreciate a refreshing and crisp beer.

Frequently asked questions