The 2019 Bloomberg Report described Michelob Ultra as the crown jewel of beers. Following Bud Light, the American market craved something less. And by less, that meant lower in carbohydrates and calories, but something to be able to enjoy after exercise, without the guilt. But where did it all start?

Michelob is of Czech origin, and its name is the German version of the village of Měcholupy in northern Bohemia. The Anheuser-Busch Brewing Association was born in 1879. Co-owner and brewer, Adolphus Busch, spent time in the 1870s touring Europe, studying brewing methods. This was a time when beers such as Budweiser were prominent in the market.

In 1896, Busch developed Michelob, a ‘draught beer for connoisseurs.’ The company had the ability to transport bottled beer and brought Michelob to the USA, marketed as a super-premium brand. Anheuser-Busch continued to expand into the 20th century, and in 1905 built a stockhouse in Saint Louis, Missouri. The very town where Michelob continues to be brewed today.

 Bottled and canned versions of Michelob came into production in the 1960s. The original bottle, named ‘the teardrop,’ due to its resemblance to a water droplet, was awarded a medal from the Institute of Design in 1962. Its unique design was deemed inefficient for the production line, so had to be changed. However it did make a brief comeback for a limited time between 2007 and 2008.

The Michelob portfolio introduced multiple versions of its beer from the 1970s onwards. Light, Classic Dark, Golden Draft, and several specialty beers such as Honey Lager and Pumpkin Spice Ale. The Michelob Ultra, 4.2% ABV, 95 calorie, 2.6g carbs per 12 fluid ounce drink, was introduced in 2002 following that ‘demand for less.’

Michelob Ultra was initially aimed at the Baby Boomer generation. The Atkins Diet fad was in full swing at the turn of the 21st century, and this beer offered the low carb alternative to align with the plan. However, the beer has since picked up a more youthful, active audience; particularly with the popularity of the Keto Diet, a more aggressive version of keeping carb intake low.

Ingredients including Herkules hops and wholesome grains; a method of prolonged grain mashing is the key to keeping it low carb. Its clear and carbonated look when poured was inspired by the rays of the sun. The pale and golden yellow colour certainly sticks to the brief. A floral, sweet and fruity aroma, with a crisp and refreshing taste, but no real bitterness to speak of. It has an International Bitterness Rating (IBU) of 10, whereby the lower the number, the less bitter it is. IBU scores range from 1 - 120.

Some criticisms of Michelob Ultra are that it lacks strong flavours, and it can come across as watered-down. The fact that it can be used in cocktails gives these some validation. However, it has its place in the market as a low guilt, low calorie, low carb beer, which looks completely at home at summer gatherings or after exercise as the perfect refreshment. And it must be served cold at 2-4°C to get the full benefit.

 Just as its predecessors, the Ultra has expanded its portfolio with Michelob Ultra Organic Seltzer Coconut Water Collection (various flavours), and Michelob Ultra Pure Gold. The latter being the first major beer to be United States Department of Agriculture (USDA) organic certified.

Michelob Ultra is now the number 2 top selling beer in the USA, and is a long time supporter of sporting events and brands. For example, it has sponsored The Open at Kingsmill, Future Players Championship, World Surf League and is the Official beer of the Turkey Trotters: the localised foot race on Thanksgiving Day. It also featured two adverts at the 2018 Super Bowl, starring Chris Pratt, the actor who played Star Lord in Marvel's Guardians of the Galaxy. In 2021, the Mandalay Bay Events Centre in Las Vegas was renamed the Michelob Ultra Arena. Home to the Las Vegas Aces (Women's National Basketball Association) and the Las Vegas Desert Dogs (National Lacrosse League), as well as hosting massive headliners like Katy Perry, and UFC monster fights. Only last month, Michelob Ultra joined the world of Formula One, partnering Williams Racing for the 2023 season.

The brewery continues to gain popularity as it recently pledged to contribute $100 million to promote and support gender inequality in all forms of sports, and vowed to make all their beer cans by recycling the aluminium in old MacBooks.

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Written by Andy Goldman, follow him @andygoldmancopy or by clicking here.

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