New bottle format for Michelob ULTRA
Budweiser Brewing Group UK&I has announced the availability of a Michelob ULTRA 330ml bottle for grocery and convenience stores 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 (according to Kantar Worldpanel 2017) 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 has been brewed for those who care about wellness and enjoying a beer to complement a balanced, active and social lifestyle.
According to Budweiser Brewing Group UK&I, it’s the UK’s first beer to respond to the trend for leading an active lifestyle and demand for reduced-calorie and lower-alcohol options, with the Superior Light Beer providing an addition to the category. The 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 – says market analyst 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.
