• One of the USA’s leading beers, AB-InBev’s Michelob Ultra is set to roll out marketing activity to reignite UK market
  • The 73 calorie, 3.5% beer is targeting consumers who want to stay fit and have fun
  • Two campaigns based around running are planned across the next quarter

Michelob Ultra has announced a summer marketing push as the premium, reduced calorie beer brand seeks to extend its UK market share.

The 73 calorie at bottle beer is strengthening its ties with the nation’s running communities with a two phased campaign which kicked off this week.

As part of the #UltraMiles campaign, Michelob Ultra is rewarding runners who have been pounding the pavement during lockdown, turning their hard-earned road miles into airmiles by offering plane tickets to destinations which match the distances they’ve ran as prizes.

Michelob’s study reported the average British runner recorded an impressive 484 miles in the last 12 months – the equivalent trip from London the Bordeaux.

The earned, social and influencer campaign is designed to introduce the UK’s runners to a beer which complements a healthy lifestyle, as part of seed brand approach to build equity, awareness and relevance as relatively new entrant into the light beer category this side of the Atlantic.

Michelob plans to expand the volume of its off-trade listings, which already include 220 Morrison’s stores nationwide, as well as Ocado and Amazon.

Jess Wright, product owner at AB-InBev said: “We’re really excited to roll-out these fantastic campaigns, and it’s amazing to be able to reward runners for all the hard work put in during lockdown.

“We know consumers are always on the lookout for drinks which align with their balanced and active lifestyles, so Michelob Ultra is the perfect choice to savour at the end of a long day.

“It’s a deliciously crisp, refreshing beer and our sales team is looking forward to bringing it to even more supermarket shelves up and down the country. “

Michelob Ultra is 3.5%, 73 calories and 2g of carbs per bottle. It is available in 12 x 330 retail packs with an RRP of £11 per 12 x 330ml.

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