Early on in its launch, as TV ads rolled out across the country, it was 21-to-27-year-olds that started driving sales, not their parents. and Yuengling, the two largest, Brewers Association-defined craft brewers in the country.īut its growth wasn’t coming from the intended audience.īeing an ABI product, Michelob Ultra benefited from the kind of marketing budget and distribution network other brewers could only dream of, but the brand missed its mark. It sold 2.5 million barrels in its first full year, which would put it between production levels of Boston Beer Co. That it doesn't taste like water is a plus.' In less than two years, Ultra became the fastest-growing product in A-B’s history. 'Carbs seem to be the buzz right now if you want to be health conscious.

'He was saying, ‘Is there a beer product out there we can develop for an older lifestyle and keep Atkins in mind?'' Bob Lachky, then Anheuser-Busch’s vice president for brand management and director of global brand creative, told AdAge.Īt the time, John Ufheil, vice president of Daytona Beach distributor Daytona Beverages LLC, told The Wall Street Journal he expected it to be a hit. Not long after the turn to the 2000s, August Busch III reportedly was the one who initially asked for such a beer, telling Anheuser-Busch’s leadership teams to create something to test with retirees in Florida. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce.

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