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Dear Client: By now BBD readers certainly know (because we’ve covered it enough) that Michelob Ultra is the top beer brand in scans by volume, and the fastest growing in the country. As the brand unveiled its new Super Bowl ad yesterday, we chatted with Michelob ULTRA SVP of Marketing Ricardo Marques on the way forward for this brand, as it continues to seek growth on an ever-larger base. If you haven’t yet seen Ultra’s 60-second Big Game spot, dubbed
So Far So Good in ’26 Scans
Dear Client: Don’t look now, but beer is streaking in Circana scans, notching its fourth straight week of dollar growth, with dollars up 0.5% in the latest week ending January 18. That run actually began just before the calendar flipped. Beer logged 0.9% dollar growth in the week ending December 28, then carried that momentum into the new year – with dollars up 2.9% in the week ending January 4, up 3% in the week ending January 11, and now
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