Michelob Ultra: Healthy Beer Or Just Clever Marketing?

Michelob Ultra is a light beer that was launched in 2002 by Anheuser-Busch, the company behind popular beers such as Stella Artois, Bud Light, and Budweiser. With only 95 calories and 2.6 grams of carbohydrates per 12-ounce serving, Michelob Ultra has successfully marketed itself as a beer for health-conscious consumers, fitness enthusiasts, and athletes. Its low-calorie and low-carb content has made it a popular choice among those who want to enjoy a beer without feeling guilty about breaking their diet. However, despite its health-oriented positioning, Michelob Ultra has received criticism for its watered-down taste and lack of flavour.

Michelob Ultra's low-calorie count

Michelob Ultra is a superior light beer with a low-calorie count. The beer has just 95 calories per 12-ounce serving, which is less than almost every competitor, including Bud Light (110 calories), Coors Light (102 calories), and Miller Lite (96 calories). This low-calorie count has made Michelob Ultra a popular choice for health-conscious drinkers, fitness enthusiasts, and athletes. It has also been described as a "keto-friendly" beer due to its low-carb count, with only 2.6 grams of carbohydrates per serving.

The low-calorie count of Michelob Ultra is achieved by brewing it like a typical beer but with a lower alcohol percentage. This results in a beer that has a lower calorie count while still retaining the refreshing taste and carbonated beverage experience that beer drinkers enjoy. The beer is also brewed with a special choice of grains and an extended mashing process, which contributes to its smooth and refreshing taste.

The combination of low calories and carbs in Michelob Ultra has made it a top choice for those who want to enjoy a beer without feeling guilty about thrashing their diet. It caters to people with an active lifestyle who are mindful of their health and wellness. However, it's important to note that while Michelob Ultra has a lower calorie count than other beers, it is still a processed alcoholic beverage, and excessive consumption can have negative health impacts. Overall, Michelob Ultra's low-calorie count has been a significant factor in its popularity and perception as a healthier beer option.

The beer's marketing strategy

Michelob Ultra is a light beer with 95 calories and 2.6 grams of carbohydrates per 12-ounce serving. It was introduced in 2002 by Anheuser-Busch, initially targeting Baby Boomers following the Atkins diet. However, the beer gained popularity among younger, health-conscious consumers. Michelob Ultra's marketing strategy has played a crucial role in its success, and here's how:

Understanding the Target Audience

Michelob Ultra recognised the shift towards healthier lifestyles, particularly among younger generations. Their marketing strategy focused on this demographic, emphasising the beer's low-calorie and low-carb content, making it a "healthy" alternative to heavier brews.

Positioning as a Lifestyle Brand

Michelob Ultra positioned itself as more than just a beer; it became a lifestyle brand. Through sponsorships and collaborations, they associated themselves with sports and wellness. They sponsored marathons, partnered with athletes like Usain Bolt and Serena Williams, and even created branded athletic apparel. This strategy helped them connect with consumers aspiring for a healthier and more active lifestyle.

Effective Advertising Campaigns

The brand's advertising campaigns have been impactful and memorable. Their TV ads often feature Michelob Ultra as a post-workout drink, with athletes and celebrities endorsing the product. One of their notable campaigns, "Breathe," showcased intense athletic activities, ending with the sound of a bottle cap twisting off, creating a strong brand association with fitness and wellness.

Leveraging Influencers and Partnerships

Michelob Ultra has effectively utilised influencers and partnerships to reach a wider audience. Their collaboration with actress and blogger Daniella Monet, who shared how she balances health, fitness, and career while enjoying Michelob Ultra, resonated with many consumers. Additionally, their Super Bowl ads starring Chris Pratt, a golfer, and a surfer further reinforced the brand's connection to an active lifestyle.

Emphasising Functionality and Taste

In addition to its health positioning, Michelob Ultra also emphasises functionality and taste. Their message, "It's only worth it if you enjoy it," speaks to consumers who want to make healthier choices without sacrificing taste. This dual focus on health and enjoyment has been a key part of their marketing strategy.

Staying Relevant with New Products

Michelob Ultra has continued to innovate and expand its product line to stay relevant. They introduced Michelob Ultra Pure Gold, an organic version of the beer, and Michelob Ultra Amber Max, a gluten-reduced option. By launching new products that align with emerging wellness trends, they maintain their position as a forward-thinking, health-conscious brand.

Michelob Ultra's marketing strategy has been instrumental in its success, and they continue to adapt and evolve to stay relevant in a competitive market. By understanding their target audience, positioning themselves as a lifestyle brand, and effectively using advertising and partnerships, they have created a strong brand identity that resonates with health-conscious consumers.

Its target audience

Michelob Ultra is a light beer with low calories and low carbohydrates, targeted at health-conscious drinkers, fitness enthusiasts, and athletes. With its sleek, post-run image, Michelob Ultra was initially aimed at Baby Boomers, but it has since attracted a younger, sporty audience.

The beer's marketing has focused on its health and wellness benefits, with ads featuring athletes such as Lance Armstrong and Kerri Walsh Jennings. This has helped position Michelob Ultra as the "Gatorade of beer". The brand has also sponsored sporting events such as the World Surf League and running events like the Turkey Trotters and the New York City Marathon.

The target audience for Michelob Ultra is primarily concerned with health and wellness. They are attracted to the low-carb and low-calorie content of the beer, which fits in with their active lifestyles. This audience is not willing to give up their drinking habits but is conscious of their intake and how it affects their physique and performance.

The typical Michelob Ultra drinker is a millennial, suburban male who works out regularly and is mindful of his health and wellness. He may also be a fan of light, refreshing drinks and may stock his fridge with hard seltzer and Corona.

Michelob Ultra's positioning as a lifestyle brand has contributed to its success and wide appeal. It has become a socially acceptable drink that can be enjoyed by people from all walks of life, whether they are athletes, weekend warriors, or just health-conscious individuals.

How it compares to other beers

Michelob Ultra is a light beer with a low alcohol percentage and fewer calories. It has 95 calories and 2.6 grams of carbohydrates per 12-ounce serving, which is lower than many of its competitors. For example, Bud Light has 110 calories and 6.6 grams of carbohydrates, Coors Light has 102 calories, and Miller Lite has 96 calories.

Michelob Ultra is marketed as a healthy option for those with an active lifestyle. It has been endorsed by athletes and sports stars such as Lance Armstrong and Kerri Walsh Jennings, and its advertising campaigns have featured young, fit individuals. This has proven to be a successful strategy, attracting health-conscious drinkers, fitness enthusiasts, and athletes.

However, Michelob Ultra does not rank highly in terms of taste. Some reviewers have described it as "watered down" or "tasteless", with a consumer score of just 1.88 out of 5 on Spoon University. Despite this, Michelob Ultra has become incredibly popular, rising to become one of America's top light beers and the third-largest beer brand in the US in 2019.

The success of Michelob Ultra can be attributed to its ability to tap into consumers' desires for a healthier option without compromising their habits. It has also benefited from a powerful marketing strategy and a wide distribution network, solidifying its position as a leading light beer in the US market.

Its taste

Michelob Ultra is a light American lager with a mild malt taste and a light citrus aroma. It has a crisp, refreshing finish and is highly carbonated. Its taste is neutral with a slight malty, corn-like flavour and a low hop presence. It is described as a great summertime beer due to its less filling nature and easy drinkability.

Many people drink Michelob Ultra for its low-carb and low-calorie benefits rather than its taste. It has been described as tasting like "seltzer water with a hint of beer", and "water". It is also said to have a slightly metallic taste.

Michelob Ultra is best served very cold, between 36°F and 38°F. It should be poured into a tall pilsner glass to develop its aroma and flavour profile and showcase its colour and carbonation.

Bartenders suggest that adding lime to Michelob Ultra gives it a bit more flavour, and masks the lack of depth. It pairs well with mildly flavoured and healthy foods, such as light salads, grilled chicken, or fish. It also goes well with salty snack foods, meats, and cheeses.

Frequently asked questions