AB Inbev set to bring Michelob Ultra to the UK
AB Inbev has revealed it will launch its Michelob Ultra brand in the UK, as part of its strategy of expanding its low and no-alcohol portfolio.
The brewer said the premium light beer is logged as the fastest growing beer brand in the US over the past three years, in both value and volume terms.
The UK launch has been timed as a direct response to the trend for leading an active lifestyle, alongside which the demand for reduced-calorie and lower-alcohol options is in growth.
Michelob Ultra, which is a 3.5% abv beer with 79 calories, will begin rolling out in major supermarkets and convenience stores from October. Retailers will be able to stock the 35.5cl cans in single, six and 12-pack formats.
The launch is being supported by a multimedia advertising campaign, including print and digital. Sampling activity is also set to take place.
Matt Leadbeater, senior brand manager, said: “Drinking beer can sometimes seem at odds with living an active life, but it doesn’t have to be. The launch of Michelob Ultra signals an exciting new option for retailers looking to cater to increasing consumer demand for products that complement a balanced lifestyle. Michelob Ultra has been a runaway success in the US and other new markets globally and we are confident we can replicate that in the UK as more people look to brands that suit their balance of an active and social life.”
Michelob Ultra is the latest been in AB Inbev’s low and no-alcohol portfolio in the UK, which already includes alcohol-free beers: Beck’s Blue, Budweiser Prohibition and the low-alcohol Bud Light, which is brewed to 3.5% abv.
The expansion of this portfolio is part of AB Inbev’s global Smart Drinking Goals, which includes a pledge that 20% of its global beer volumes will be low-to-no alcohol by 2025.