Michelob Ultra has surpassed Modelo Especial to become America’s top-selling beer, according to recent sales data. This marks a significant milestone for Anheuser-Busch, the parent company of Michelob Ultra, which has capitalized on major sports partnerships to boost its brand visibility.
Fox Business reported that the beer’s rise to the top is attributed to strategic sponsorships, including being the NBA’s first-ever global beer sponsor and the official beer sponsor for the upcoming FIFA World Cup 2026 and LA 2028 games. Anheuser-Busch Chief Commercial Officer Kyle Norrington described Michelob Ultra’s growth as a “rocket ship,” highlighting its appeal to active and social lifestyles.
Michelob Ultra’s success also comes amid the backdrop of the 2023 backlash against Bud Light, another Anheuser-Busch brand, following a controversial marketing campaign. This allowed Modelo Especial to claim the top spot temporarily. However, Michelob Ultra’s consistent growth in both retail and on-premise channels helped it dethrone Modelo.
The beer’s low-carb profile and marketing strategy have resonated with consumers, contributing to its rise. As of 2024, Michelob Ultra accounted for approximately 7.3% of all beer sales in U.S. stores, according to The Beer Connoisseur. This shift in the beer market reflects changing consumer preferences and highlights the impact of effective marketing and brand positioning.
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