Inside Michelob's pandemic marketing strategy that's boosted sales - Business Insider

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Michelob Ultra's sales have soared even as people ditch beer. Here's how the brand has catered to health-focused consumers in the pandemic.

to tour national parks in a van while promoting Michelob Ultra Pure Gold beer. The campaign received more than 100,000 applications, and more than 597,000 visits to its website — 1,468% higher than average — according to Michelob.

Michelob also hosted a livestreamed performance of Colombian singer Maluma, with whom it put out a co-branded clothing line. Even so, consumer habits are continuously evolving, as evidenced by the rise of non-alcoholic beer and hard seltzers, and rivals are also tapping into health and wellness. Heineken and Pabst Blue Ribbon are expanding into nonalcoholic beverages, for instance.

Marques said. In the past year, it's launched a fruit-flavored beer, Michelob Ultra Infusions; and Michelob Ultra Amber Max, a gluten-reduced version.which it's marketing as the first national USDA-certified organic hard seltzer, is set to hit shelves in January 2021.

 

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