menu

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

+Beer
+fitness
+Food
+Marketing
+Michelob Ultra
+organic

More in Food

Food

Hidden Restaurant Creates Sensory Experience Mixing Flowers And Food

Guests can wander through a flower shop before discovering a striking two-tone dining room

19 April 2018
Food

White Castle Is Selling Meatless Impossible Burger Sliders For Just $1.99

The meatless burger is seeking a more mainstream outlet via the fast food chain, hoping to reach new consumers who aren't necessarily vegetarian at a lower price point

18 April 2018

The Latest

Event

PSFK’s CXI 2018 conference brings to life key trends in customer experience through talks and activations by pioneers at well known and new companies.

May 18, 2018 | New York City
Expert

Bonin Bough is the host of the CNBC show Cleveland Hustles with executive producer Lebron James. Prior to hosting the show, Bough was the VP of Global Media and Consumer Engagement at Mondelez International. He enjoys reading magazines and is an avid supporter of 140 characters on Twitter.

Video

Wearable X CEO Billie Whitehouse spoke to PSFK 2017 about designing wearables for all five senses and maintaining a sense of humor

September 27, 2017
No search results found.