In 2002, Michelob ULTRA entered the sunshine beer category. Immediately, Michelob ULTRA has reached a brand new pinnacle, changing into America’s No. 1-selling beer, the corporate says citing Chicago-based Circana information for the 52 weeks ending Sept. 14 and NielsenIQ On Premise whole U.S. quantity for the weeks ending July 12.
This milestone ― 22 years within the making ― displays many years of disciplined, constant funding within the model round America’s hottest sporting and active-lifestyle moments and as a pioneer in tapping into client preferences for balanced selections, the corporate says.
“For greater than 20 years, Michelob ULTRA has linked with its followers throughout the events they love,” mentioned Kyle Norrington, chief business officer at Anheuser-Busch, in an announcement. “The model’s playbook has been easy and relentless: make investments, study and execute because the Official Beer Sponsor of America’s most distinguished sports activities and active-lifestyle moments from Crew USA to the NBA to the upcoming FIFA World Cup 2026 and LA 2028 video games to a 30-plus yr partnership with the PGA Tour. This method has turned Michelob ULTRA into an absolute rocket ship, and we’ve received super alternative forward of us. This can be a proud second for our groups and companions and speaks to the resilience of the American beer class.”
Circana highlighted in its newest learn that Michelob ULTRA has claimed No. 1 for the most recent 52 weeks in retail channels, and Nielsen confirms the model’s management in bars and eating places throughout the most recent 52 weeks as effectively.
“Customers are shopping for extra Michelob ULTRA than some other beer in America,” mentioned Scott Scanlon, government vp of class insights at Circana, in an announcement. “The model stands out as the expansion chief within the business, and it’s displaying no indicators of slowing down.”
Leaning into its confirmed technique, Michelob ULTRA has main investments on the horizon — together with the upcoming 2026 FIFA World Cup — giving a particular focus to soccer throughout a golden age for the game within the U.S. Mixed with supporting Crew USA because the unique beer sponsor for the Olympic and Paralympic Video games Milano Cortina 2026, Los Angeles 2028, and because the Official Beer Sponsor of the LA28 Video games, Michelob ULTRA will proceed to attach with followers by means of impactful inventive with precision execution at scale, changing consciousness into repeat buy to maintain the momentum going, the corporate says.
Since 2020, Michelob ULTRA has grown 15%, based mostly on Circana information for the final 52 weeks ending Sept. 14, gaining greater than 2% of the market within the final 5 years, based mostly on Circana information year-to-date ending Sept. 14.
Momentum for Michelob ULTRA can be seen in its improvements, with Michelob ULTRA Zero shortly changing into one of many top-selling non-alcohol beers in america in its first 9 months on cabinets, based mostly on Circana information for week ending Sept. 14.
