US beer Michelob Ultra launches in UK on-trade

Millie Milliken

Millie Milliken

22 August 2019

It's a staple of fridges across the USA, and now the country's fastest-growing beer brand is heading across the pond to the UK’s on-trade. Following its off-trade launch last year, Budweiser Brewing Group UK&I has introduced Michelob Ultra to venues in both draught and bottle format.

Brewed at 3.5% abv, with 125 calories per pint, the premium light beer is entering the market as a direct response to the increased demand for low-alcohol beer alternatives.

‘Drinking beer can sometimes seem at odds with living an active life but it doesn’t have to be,’ commented Tim Deeks, marketing manager at Michelob Ultra.

‘[The launch of this beer] signals an exciting new option for venues who want to respond to the increasing consumer demand for products that complement a balanced lifestyle.’

It's certainly a clever move, considering that low- and no-alcohol beer is now stocked in 6 out of 10 of all licensed outlets – that's 68,753 venues – with 14% year-on-year growth.

For the past three years, Michelob Ultra has been the fastest-growing beer brand in the US in terms of volume and value share. Part of AB InBev’s low- and no-alcohol portfolio, Michelob Ultra joins the likes of Beck’s Blue, Budweiser Prohibition as part of the company’s pledge that 20% of its beer will be low/no by 2025.

Related articles

Beer & Cider

Brutal Brewing launches core beer range to the UK on-trade

Swedish brewery Brutal Brewing, the team behind successful lager brand Pistonhead, has launched its core range of beers to the UK on-trade.The range c

Spirits & Cocktails

Copper Rivet on 'ultra crafting' and creating products to last

Copper Rivet Distillery founder, Stephen Russell, has said he wants his 'ultra-crafted' whisky, gin and vodka to outlast him and stressed the importan

Beer & Cider

US-based Graft Cider to shake up UK market with craft beer-inspired sour ciders

As Graft Cider launches into the UK with a six-month exclusive listing at Mitchells & Butlers, Miranda Fitzgerald caught up with co-founder Kyle Sherr

Beer & Cider

Veggie food and beer matching dinner launches US Brewers Association course

When the executive chef of the US Brewers Association, Adam Dulye, swung past London's Brixton to collaborate with Salon's chef patron Nicholas Balfe