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. Its success seems to indicate that targeting a demographic niche can create incremental volume for the industry. Let's take a look.

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