Michelob Ultra announces Pure Gold
New beer launches with sports marketing partnership
Michelob Ultra, a brand of St. Louis-based Anheuser-Busch, unveiled the newest innovation to join the Ultra family: Michelob Ultra Pure Gold. Michelob Ultra Pure Gold is made with organic grains and offers a refreshing taste with only 85 calories and 2.5 carbohydrates, the company says. Like Michelob Ultra, the new brew will be free from artificial colors and flavorings.
The brand’s sustainable efforts extend to the packaging, having received the Sustainable Forestry Initiative stamp of approval, it adds.
“We’re proud to be a brand for consumers who balance their healthy, active lifestyles while also being able to enjoy beer. We know organic ingredients are important, and with Michelob Ultra Pure Gold we’re able to provide a new beer with a unique golden look and taste,” said Azania Andrews, vice president of Michelob Ultra, in a statement. “We’re tapping into the occasion of spending time outdoors with friends and soaking in the same nature that inspired our new brew — a time we’re referring to as Pure Golden Hour.”
Michelob Ultra Pure Gold was developed from a commitment to innovate using ingredients and inspiration from nature, which is why the brand also is announcing a new partnership with 11-time World Surf League Champion Kelly Slater to represent the beer throughout the year, it says. In addition to being a champion on the waves, Slater is committed to innovation and championing an active lifestyle rooted in nature.
“As a professional athlete, I strive for balance in my life — something that Michelob Ultra stands for,” Slater said in a statement. “I’m excited to partner with the brand as they launch this next innovation in beer — Michelob Ultra Pure Gold. Whether you’re a pro athlete or just someone looking for organic ingredients, it’s a choice that everyone can feel good about.”
Michelob Ultra Pure Gold will serve as the presenting sponsor of The Founders’ Cup of Surfing — a historic region-versus-region team event featuring a cross-section of the world’s best surfers — and will be the first public competition at Slater’s Surf Ranch in Lemoore, Calif., which takes place May 5-6, it adds.