Sep
Brewer AB InBev Signals New Focus On Michelob Ultra Amid Light Beer Rivalry
Anheuser-Busch InBev has elevated its Michelob Ultra low-calorie lager to the ‘global brand’ tier, as revealed in a recent investor presentation, positioning it for stronger competition against its Dutch counterpart, Heineken.
Previously, only Budweiser, Corona, and Stella Artois held this prestigious title as of August 3. Yet, with Michelob Ultra’s significant success in the U.S., it has joined the ranks of these globally recognized brands.
During the presentation, Chief Marketing Officer Marcel Marcondes mentioned that the company views Corona as its primary global brand. Moreover, the non-alcoholic variant, Corona Cero, will be their focal point in the non-alcoholic sector.
This strategic move pits AB InBev against Heineken, as the latter introduces its Heineken Silver light beer to the crucial U.S. market. Additionally, Heineken 0.0% leads in the global no-alcohol sector.
Light beers, known for their reduced calories and carbs, are gaining popularity amidst a rising wave of health-conscious consumers. While AB InBev’s Bud Light was once the leader in this category, a promotional controversy involving transgender influencer Dylan Mulvaney saw its dominance wane.
“Michelob Ultra remains a top priority. The brand has distinguished itself among consumers, and we see vast growth potential not only in the U.S. but also internationally,” stated Kyle Norrington, US Chief Commercial Officer. Other presenters highlighted the brand’s potential, especially in markets like China.
Furthermore, Marcondes emphasized that Corona is spearheading growth and still has extensive potential for expansion. Brian Perkins, the West Europe President for the company, echoed these sentiments and highlighted the company’s intent to push Corona Cero as the leading global non-alcoholic beer. He also pointed out its potential in regions with fewer alcohol consumers, like Saudi Arabia, hinting at an imminent launch there.
Brewer AB InBev Signals New Focus On Michelob Ultra Amid Light Beer Rivalry
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