Television advertising features characters in active-lifestyle settings with the tagline “Live life to the ULTRA.”
Michelob ULTRA is the “Official Beer” sponsor of the LPGA Tour and the title sponsor of the LPGA Michelob ULTRA Open at Kingsmill. The brand sponsors Michelob ULTRA ambassadors Natalie Gulbis, Grace Park and Lorie Kane. Michelob ULTRA also sponsors the Michelob ULTRA Race to the ULTRA Series of more than 40 running and cycling events in 2008.
The LPGA Michelob ULTRA Open event at Kingsmill supports a variety of Virginia-based charities including the Special Olympics of Virginia; Boys and Girls Clubs affiliates in the greater Hampton Roads area, which provides family-style residential living and supportive services to at risk children; The USO of Hampton Roads, which provides supportive services to active duty military personnel in the area; and Education is Freedom, a charity that focuses on students who have shown academic promise and leadership, but need financial assistance and guidance to attend college.
One year after its introduction, Michelob ULTRA became the fastest-growing new brand in the industry and was a phenomenal hit among adult fitness enthusiasts, adult consumers living an active lifestyle and those looking for a great-tasting beer with lower carbohydrates and fewer calories.