Michelob ULTRA rolls out new bottle format

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Michelob ULTRA – the latest addition to Budweiser Brewing Group UK&I’s premium beer portfolio – has announced the arrival of a new bottle format.

The 330ml bottle will be rolling out across grocery and convenience from June 2019, using the same clean and elegant design as the can format which arrived in the UK in October last year.

Forty-three per cent of UK beer drinkers only drink bottled beer, as opposed to other formats such as cans, meaning the new Michelob ULTRA bottle will help retailers and outlets to tap into this audience, whilst giving the remaining 57% further choice for different occasions.

Michelob ULTRA is a premium light beer that doesn’t compromise on taste. It has been brewed for those who care about wellness and enjoying a beer to complement a balanced, active and social lifestyle. It’s the UK’s first beer to responds directly to the trend for leading an active lifestyle and demand for reduced-calorie and lower-alcohol options, with the Superior Light Beer providing an exciting addition to the category. The refreshing drink contains 73 calories per 330ml, versus the 136 calories provided by a standard 175ml glass of white wine.

British drinkers are demonstrating a taste for lower-strength brews – beer brewed to between 0.5% and 3.5% ABV – according to market data from Nielsen. In the 12 months to July 2018, consumers bought more than 61 million pints of low-alcohol beer, representing 34% growth on the same period last year.

Tim Deeks, marketing manager, Michelob ULTRA, commented: Following the success of Michelob ULTRA’s launch in the UK last year, we’re excited to continue the expansion of this innovative brand with the new bottle format. As a beer that’s responding to the evolving preferences of today’s consumer – that complements a balanced lifestyle – we want to provide our customers with a wider choice of pack formats to suit shoppers’ different occasions and needs.”

Michelob ULTRA the fastest growing beer brand in the US[4] and looks set to replicate that success in the UK. Offering a clean, crisp and refreshing taste, it’s set to be the most exciting addition to the beer category.