Michelob Ultra: A Brand Evolution

This chapter explores the transformation of Michelob Ultra from a lesser-known beer to a leading player in the premium segment of Anheuser-Busch's portfolio. It highlights the brand's innovative strategies to appeal to a health-conscious, active demographic, emphasizing marketing approaches that align with modern cultural trends. The discussion also contrasts Michelob Ultra's brand identity with traditional domestic light beers and examines consumer perceptions of physical activity in relation to beer consumption.