Americans have a new favorite beer. 23 years after its arrival to the market, the Michelob Ultra, a brand of the Belgian brewery Ab Inbev, has become the best selling beer in volume in the United States during the past year, according to the group that cites Circana data.
This light blonde beer, whose free version of alcohol was recently launched, is now ahead of the special model, distributed by constellations of brands throughout the Atlantic, and the emblematic Bud Light, also in the ABV Inbev portfolio, CNN reports.
Sport as marketing field
Anheuser-Busch did not hesitate to communicate about the success of Michelob Ultra: “Michelob Ultra is a real rocket. (…) It is a moment of pride for our teams and our partners and this testifies the resilience of the American beer sector,” said Kyle Norrington, AB sales director in A in a press release that also quotes Scott Scotlon, responsible for the categories of CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS, CIRCANS. “Consumers buy more ultra Michelob than any other beer in the United States. The brand is distinguished as the leader in sector growth and shows no deceleration signs. ”
For Kyle Norrington, Michelob Ultra owes most of its popular marketing strategy focused on sport. The brand had Lionel Messi as an ambassador to the Copa América in 2024. More widely, he greatly invested becoming an official sponsor of the last Club World Cup, the next World Cup and the “US team.” During the Olympic Games of Milan Cortina 2026 and Los Angeles 2028.
“For more than twenty years, Michelob Ultra has been in contact with his fans during the events they appreciate. The brand’s strategy is simple and implacable: investing, learning and acting as an official sponsor during sporting events and the most important events in the United States,” said Kyle Norrington.
Penalized model and crown sales by Trump
For AB Inbev, this good news comes a little more than a year after the setbacks of its Bud Light brand, which had been the object of a boycott in the United States due to an advertising campaign with the American transgender Dylan Mulvaney. This communication operation had led to a torrent of negative reactions and an abandonment of sales, to the point that the outbreak had been degraded from first to third place in the best -selling beers in the Atlantic, behind Michelob and model.
Therefore, the latter, which is a Mexican beer, will not have maintained its long crown. Especially since the sales of the constellation brands, which also distribute Corona through the Atlantic, fell 2% in the second quarter unlike Michelob’s. A bad pass that the group has attributed to the hardening of American migration policy since Donald Trump’s return, while half of constellation beers are Hispanic in the United States.
“The fact is that many consumers of the Hispanic community are currently worried … More than half of them are concerned about immigration problems and their consequences. Many of them are concerned about the loss of jobs in the sectors where the Latin American workforce is important,” said the CEO of Constellation Bill Newlands, adding their expenses.
As CNBC reports, AB Inbev shares have risen more than 16% since the beginning of the year, while those of Constellation fell 39%.
Source: BFM TV
