The brand’s success is attributed to its long-term marketing and sponsorship strategy focused on sports and active lifestyle occasions.
Circana data confirms Michelob ULTRA’s leading position in US retail channels, while Nielsen shows its number one status in bars and restaurants.
Michelob ULTRA plans to continue its growth with investments in sponsorships like the 2026 FIFA World Cup™ and the Milano Cortina 2026 Olympic and Paralympic Games.
Innovation, such as the launch of Michelob ULTRA Zero, has contributed to the brand’s growth, making it one of the top-selling non-alcohol beers in the U.S.