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.