Michelob Ultra is one of the fastest growing beers. Michelob has figured out a way to separate themselves from the “party beers” to the beer of the athlete. The consumer of today is focused on health and wellness yet will always turn to an enjoyable product such as beer, as long as it meets certain criteria such as low in carbs and low in calories
Michelob Ultra’s objective was to build a mass display that spoke to the love of walking or running and the joys of outdoor sports including golf, but also aligned with any outdoor sport. Their target consumer age is 21 to 41. A very health conscious male or female that enjoys the taste of beer but does not want to be weighed down by the calories usually associated with beer.
After a long run, 5K, a round of golf or a game of flag football, a cold Michelob Ultra is a reward for the time spent building a healthy lifestyle. This unit needed to be a form of real estate management that allowed the retailer to build a mass display promoting this incredibly popular beer, while engaging consumers that aspire for a heathy lifestyle.
Client: Anheuser-Busch Brand: Michelob Ultra Main Channel: Beer, Wine and Spirits Beverage Retail Year: 2019 Type: Permanent Display Main Materials: Wood, Metal & Plastic Merchandising Type: Permanent Display