Michelob Ultra has marketed itself as low carb and calorie count to appeal to health-conscious drinkers, using athletes like Lance Armstrong and beach volleyball Olympic gold medalist Kerri Walsh Jennings in its marketing, while its organic version Pure Gold has glommed onto wellness trends like ASMR and meditation. Ricardo Marques, Michelob Ultra's VP of marketing, attributed the growth to the active lifestyle message that the brand has pushed since its 2002 launch. With dollar sales of $2.8 billion as of August 2020, it's ahead of competitors Modelo, Corona and Coors, only trailing sibling brand Bud Light ($7 billion) in the US, per the IRI data. While beer sales have grown during the pandemic, Michelob gained the most market share, according to IRI data shared by Michelob's parent company AB InBev. But Michelob Ultra is bucking the trend, gaining market share and sales. Visit Business Insider's homepage for more stories.īeer sales have either trended downward or remained flat at best in recent years.Still, competition is heating up, and Michelob plans to compete by growing its portfolio and target audience.It also tapped celebrities to do livestreams, co-branded clothing lines, and virtual workouts.In 2020, Michelob engaged NBA fans with virtual access to the games and hired a 'chief exploration officer' to tour national parks across the country.

Ricardo Marques, its VP of marketing, attributed the brand's growth to its championing active lifestyles since its launch in 2002.Beer sales have been sliding in recent years, but Michelob Ultra has grown market share and sales.Account icon An icon in the shape of a person's head and shoulders.

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