Michelob Ultra has strategically positioned itself as a light beer for health-conscious drinkers, fitness enthusiasts, and athletes. It all started in the late 1990s, after the success of Bud Light. Americans wanted something less: a beer lower in carbs and calories.
The Rise of Michelob Ultra
Upon its debut in 2002, Michelob Ultra quickly became a popular light beer for those focused on health and fitness. The Michelob beer family has since expanded to include several options:
- Michelob Ultra: The classic light lager.
- Michelob Ultra Pure Gold: A light beer made with organic grains.
- Amber Max: A gluten-reduced light beer with a richer flavor.
- Michelob Ultra Infusions: Light lager with added fruit flavors.
Targeting the Health-Conscious
The brand initially targeted Baby Boomers with the tagline “Lose the carbs.” While the Atkins diet may have faded, Michelob Ultra drinkers still appreciate its low-carb count. Recently, it has become a favorite among those following the keto diet.
Keto-Friendly
Michelob Ultra has gained recognition as a keto-friendly option. Women’s Health reported in March 2019 that “Michelob Ultra is making dreams come true for keto dieters,” referring to the Michelob Ultra Infusions line of fruit-flavored light lagers. The keto diet requires consuming fewer than 50 net carbs per day (ideally no more than 20) to encourage the body to burn fat for energy, a state called ketosis.
Michelob Ultra keeps its stats low, with a 4.2-percent-ABV beer containing only 95 calories per 12-ounce serving. This is fewer calories than many competitors, including Bud Light (110 calories), Coors Light (102 calories), and Miller Lite (96 calories).
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According to Kyndra Holley, author of Keto Happy Hour, Cravable Keto, and 30 Minute Ketogenic Cooking: "There are thousands of different beers on the market- imported and domestic, craft and microbrew." Holley suggests that consuming low-carb beers can quench your thirst while minimizing calorie consumption.
Michelob Ultra Variants and Their Nutritional Information
- Michelob Ultra: Boasts only 2.6 carbs and 95 calories per serving.
- Michelob Ultra Pure Gold organic light lager: Contains just 2.5 grams of carbs and 85 calories.
Other Keto-Friendly Beer Options
- Miller Lite: An American-style light lager with 96 calories and 3.2 carbs per 12 US Fl.oz serving.
- Coors Light: An American-style light lager with a low ABV and just 5.0 carbs.
- Heineken Light: A smoother beer with hints of citrus, containing 99 calories and 7 grams of carbs.
- Four Peaks Brut IPA: Contains 5 grams of carbs per bottle and less than one gram of sugar per 12-ounce bottle, though it has a slightly higher calorie count.
- Omission Light beer: A gluten-free beer option with 99 calories and 5 carbs.
Michelob Ultra's Market Position
Michelob Ultra's popularity has grown significantly, and it recently became the No. 2 beer in the US, surpassing Budweiser and Miller Lite, which were previously No. 3 and No. 4, respectively.
Michelob Ultra Hard Seltzer
Michelob Ultra has expanded its product line to include hard seltzers, available in two variety packs:
- Classic Collection: Includes popular flavors like black cherry and citrus.
- Signature Collection: Offers flavors like cucumber lime and spicy pineapple.
Michelob Ultra’s Commitment
Michelob Ultra is committed to sustainability, with 2025 Sustainability Goals focusing on:
- Renewable Electricity and Carbon Reduction
- Water Stewardship
- Smart Agriculture
- Circular Packaging
Partnerships and Sponsorships
In 2017, Michelob Ultra became the official beer sponsor of the World Surf League (WSL), including the WSL Open of Surfing competition and the Michelob ULTRA Pure Gold challenger competition. This partnership aligns with Michelob's focus on an active and athletic lifestyle.
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Michelob Ultra is also a longtime supporter of running events and is the official beer of the Turkey Trotters. At the 2020 New York City Marathon, Michelob Ultra debuted Michelob Ultra-branded shoes from Newton Running.
Responsible Consumption
While Michelob Ultra and other light beers can be a good occasional treat while observing the keto diet, it's important to be careful about consumption. Too many carbs can disrupt ketosis.
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