Michelob Ultra Organic Seltzer is welcoming two new flavors to its portfolio, and they are the perfect way to toast the end of summer. Watermelon Strawberry and Black Cherry are joining the line up, just in time for Labor Day weekend.

Black Cherry is joining the new Classic Collection 12-pack, while Watermelon Strawberry is the newest addition to the Signature Collection. The two new offerings weigh in at 90 and 80 calories, respectively.

Launched in January of this year, this is the second new release from Mich Ultra Organic Seltzer in its relatively short life on the shelf.

Mich Ultra introduced the Signature Collection in January, which at the time included Cucumber Lime, Peach Pear, and Spicy Pineapple. All of the Signature flavors contain 80 calories and zero carbs or sugar per 12 oz slim can.

Introduced on March 1, the Classic favors include Mixed Berry, Citrus, and Mango Apricot. Each can contains 90 calories, two carbs, and zero added sugar.

Both the Signature Collection and the Classic Collection are available for sale in variety 12 packs, and the Signature Collection even comes in a 24 can option. Select flavors, including Mixed Berry, are available in 16 oz and 25 oz single serve tallboy cans.

All of Mich Ultra’s eight varieties are made using real, organic fruit juice. The sophisticated flavors are meant to appeal to the 34 to 45 age group, which Michelob says is “driving half of growth in the hard seltzer segment.”

With its ultra light profile, Michelob is also a favorite among the health and wellness crowd.

“There is nothing like Michelob ULTRA Organic Seltzer in the market today.  With the perfect combination of zero carbs, zero sugar, no artificial aftertaste and USDA organic certification, this product is the next generation of hard seltzers,” said Ricardo Marques, global vice president of Michelob ULTRA.

“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.”

Indeed, Michelob Ultra is one of the few beers thriving in an environment where consumers are increasingly seeking lighter, sessionable options. In 2019 it enjoyed an 18% increase in sales, for a grand total of around $2.3 billion – an impressive feat when the beer category overall continues to lose ground to new spiked and sparkling options.

That growth may have been due in part to the brand’s Michelob Ultra Pure Gold, brewed with organic grains. The light and refreshing beer contains an impressive 85 calories and only 2.5 carbs. Like Pure Gold, Michelob Ultra Hard Seltzer is USDA-certified organic.

Mich Ultra is second in sales only to Bud Light, which by comparison in 2019 had around $5 billion in off-site sales.

With the new flavors of Black Cherry and Watermelon Strawberry, consumers can bring the taste of summer into the autumn season. Will Mich Ultra follow fellow A-B brand Bud Light Hard Seltzer into seasonal flavors next? We’re excited to see what other surprised Mich Ultra Organic Seltzer has in store for its inaugural year.

Erin Grafton
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