Light Beer Goes Organic In An Appeal To Wellness-Minded Drinkers

Light Beer Goes Organic In An Appeal To Wellness-Minded Drinkers
Fitness & Sport

Michelob Ultra is marketing a low-calorie beer "made with organic grains" to the fitness crowd, pushing organic brewing into the mainstream

Sara Roncero-Menendez
  • 5 march 2018

As light beers have surged in popularity, Michelob Ultra has seen a spike in sales. Now the Anheuser Busch InBev-owned brand is marketing a new beer, Ultra Pure Gold, which is low in calories and “made with organic grains.”

As lighter beers have been adopted by health-conscious customers, Michelob Ultra has taken to marketing its beers among the fitness crowd, with parties and product placement around sporting events like the New York City Marathon and the U.S. Open of Surfing in Huntington Beach, California. The brand tapped surfing champion Kelly Slater to be the spokesperson for Pure Gold this year.

Michelob Ultra

Lead Image: Michelob ULTRA via Facebook

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