But it’s one thing to predict a brand like Michelob Ultra ascending to the rank of #2 or #3 in America, and quite another to actually see it happening. None of this is new information-Mich Ultra has been growing for years, and people have been writing about its ascent for years. Despite the beer itself being barely any different from some of its closest competitors-more on that in a second-it has managed to latch onto a tidal wave of popular sentiment, and ride it to brand new territory of cultural prominence. In a landscape that has most of the companies we’d identify as “Big Beer” scrambling to diversify into non-beer holdings such as hard seltzer, and slapping band-aids on light beer brands that continue to decline, Mich Ultra stands out as a true outlier of a success story. market, slowly bleeding out year over year, something rather incredible is happening with one in particular: Michelob Ultra.
Although the country’s biggest light beer brands remain more or less in perpetual sales freefall in their home U.S. We’re plenty late in reporting this particular news, but it really bears repeating.
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