Light lager crosses the pond

michelob beer


THE heightened demand for lower calorie and lower strength beer is said to be behind Budweiser Brewing Group’s decision to launch Michelob Ultra into the UK on-trade.

The light lager, which is claimed to be the fastest growing beer brand in the US, has an ABV of 3.5% with 125 calories per pint.

Available in draught or bottle format, the beer will be launched in the on-trade with a “sleek and stylish” tap designed to create stand-out on bars – messaging on the tap is intended to drive appeal to millennials.

Tim Deeks, Michelob Ultra’s marketing manager, said: “Drinking beer can sometimes seem at odds with living an active life, but it doesn’t have to be. Michelob Ultra signals an exciting new options for venues who want to respond to the increasing consumer demand for products that complement a balanced lifestyle.

“Low and no-alcohol beer is increasingly in demand in the on-trade, so it’s important for venues to have a variety of products to meet varying palates.”