Michelob ULTRA releases organic hard seltzer line

Michelob ULTRA Organic Seltzer designed for mature hard seltzer consumers

Michelob ULTRA, a brand of St. Louis-based Anheuser-Busch, is launching a hard seltzer for people who prioritize natural flavors and enjoy an active lifestyle. Michelob ULTRA Organic Seltzer hits shelves nationwide this month with three flavors: Cucumber Lime, Spicy Pineapple and Peach Pear.

With zero carbohydrates, zero sugar, 80 calories, Michelob ULTRA Organic Seltzer is filtered six times to remove impurities.

Michelob ULTRA is entering the growing hard seltzer category with a premium option that is free of artificial aftertaste. This offering caters to the more mature hard seltzer consumer, ages 35-54 years old, who is driving half of growth in the hard seltzer segment, the company says.

"We're kicking off 2021 in a big way by bringing an innovative, first-of-its-kind organic option to the hard seltzer category for those who enjoy clean and refreshing flavors," said Ricardo Marques, global vice president of Michelob ULTRA, in a statement. "We believe that Michelob ULTRA is uniquely positioned to win in the hard seltzer segment, not only because it's one of the hottest brands in the country, but also because it has unmatched equity as a high-quality brand. This is just the beginning of an exciting, action-packed year from Michelob ULTRA, and we couldn't be more excited."

This USDA Certified Organic seltzer will be available in 12-packs of 12-ounce cans, 24-packs of 12-ounce cans, and a 25-ounce can wherever Michelob ULTRA is sold. A second variety pack and additional flavors will be available later this year.

To celebrate its entry into the hard seltzer category, Michelob ULTRA Organic Seltzer is releasing its As Real As It Tastes national campaign supported by TV, OOH, digital, radio and social media.

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