Michelob Ultra: Your Grandma’s Beer

Michelob Ultra is considered by many to be one of the most successful beer product launches since Molson Ice in the early 1990s. The low carb/active lifestyle marketing theme has obviously resonated with consumers as the brand has captured about a 1.7% share in supermarkets and climbing. The brand is priced at about a 15% premium to A-B's overall portfolio, so it has a positive impact on A-B's mix. It seems that it's only shortfall is it cannibalizes the rest