Mich Ultra Bucks Big Light-Beer Trend: It's Actually Growing
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If Anheuser-Busch InBev’s beers were children, then Michelob Ultra would be the kid that does everything right, only to be overshadowed by his erratic bigger brothers. While the brewer has put the spotlight on Bud and Bud Light, Ultra has outperformed them both, growing sales and market share while getting a lot less ad support.
But in the coming months, Ultra is finally about to get some love as A-B InBev makes it one of its big bets for 2015. The so-called “Superior Light Beer” will get an especially strong push in April, and overall media spending for the year will be at the highest levels in the history of the 13-year-old brand, said Edison Yu, the brewer’s U.S. VP for value and premium lights.
Ultra drinkers “love the brand” and “are drinking more of it,” said Mr. Yu, who declined to detail precise spending plans. “So our goal is really to bring new consumers into the franchise to accelerate our growth.”
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