When it originally launched in 2002, Michelob Ultra hoped to appeal to carb- and calorie-conscious consumers who could convince themselves indulging in a few light brews was part of a healthy, active lifestyle. Now, Anheuser-Busch has taken the brand a step further with Michelob Ultra Pure Gold, a new skew made with organic grains.
Michelob Ultra Pure Gold is geared toward a slightly different set than the original brew—a demographic “slightly younger and more likely to live on the coasts,” Bloomberg reports—weighing in at 85 calories, 2.5 carbs, and free from artificial colors and flavorings (as is its predecessor).
Azania Andrews, vice president, Michelob Ultra, elaborates in Bloomberg, “It’s probably someone who’s 28-plus who shops for food in more high-end places—like a Whole Foods, for example—and is focused on really understanding the kind of things that they’re putting in their body.”
“We’re proud to be a brand for consumers who balance their healthy, active lifestyles while also being able to enjoy beer. We know organic ingredients are important, and with Michelob Ultra Pure Gold we’re able to provide a new beer with a unique golden look and taste,” Andrews said in a press release. “We’re tapping into the occasion of spending time outdoors with friends and soaking in the same nature that inspired our new brew—a time we’re referring to as Pure Golden Hour.”
Along with the product launch, Anheuser-Busch announced a brand partnership with Kelly Slater, 11-time World Surf League Champion, who has agreed to represent Pure Gold through 2018.
Michelob Ultra Pure Gold hits U.S. stores today.