After only a few weeks on store shelves, Michelob ULTRA Organic Seltzer is expanding its lineup. On March 1, it launched the Classic Collection, the brand’s “second edition” variety 12 pack featuring three new flavors.
The Classic Collection includes Mixed Berry, Citrus, and Mango Apricot. All three are made using real, organic fruit juice and contain 90 calories, 2 carbs, and 0 added sugar per 12 oz. serving.
In addition to the variety 12 pack, Mixed Berry will be available for sale in single 16 oz. and 25 oz. cans.
The Classic Collection flavors join the Signature Flavor Collection – featuring Cucumber Lime, Peach Pair, and Spicy Pineapple – which were all introduced in January. All Signature Flavors contain 80 calories per 12 oz. can and 0 sugar or carbs.
The ultra light alcoholic beverage is meant to appeal to the older hard seltzer consumer. According to Michelob, the 35-54 age demographic is “driving half of growth in the hard seltzer segment.”
“We’re kicking off 2021 in a big way by bringing an innovative… organic option to the hard seltzer category for those who enjoy clean and refreshing flavors,” 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. This is just the beginning of an exciting, action-packed year from Michelob ULTRA, and we couldn’t be more excited,” he said at the time of the Signature Flavors’ release.
So far, Marques has made good on his promise. In February Mich ULTRA commemorated the launch of its new organic seltzer with a Super Bowl commercial featuring a star-studded ensemble led by Don Cheadle – and his brother, Colin Cheadle.
The spot, titled “All-Star Cast,” made the point that although things are not always as they appear, Mich ULTRA Organic Seltzer is “as real as it tastes.”
“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 Marques.
“In a world where most things seem real, sometimes they’re not: that’s the central theme of our Super Bowl LV campaign, which will certainly entertain as well as educate.”
Mich ULTRA’s parent company, Anheuser-Busch (NYSE: BUD), also ran an ad introducing Bud Light Seltzer Lemonade during the big game. A-B has introduced a diverse portfolio of new seltzer options over the past year.
As the brand is already introducing its first expansion, don’t be surprised if the Mich ULTRA Organic Seltzer universe expands as quickly as Bud Light Seltzer. Already the country’s top two selling beer brands, Bud Light and Michelob Ultra are set on conquering the spiked and sparkling space as well.
Consumers seeking lighter options have long been drawn to Michelob’s famously light beer, and these qualities transfer well to the hard seltzer game.
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