first_imgAB InBev planning UK launch for low-strength beer Michelob UltraPosted By: Jules Scullyon: September 17, 2018In: Alcohol, Beverage, Industries, Innovation, New productsPrintEmailAB InBev is planning the introduction of its Michelob Ultra brand in the UK as it responds to consumer demands for reduced-calorie and lower-alcohol beverages.Michelob Ultra, which has experienced strong growth in the US, has an ABV of 3.5% is said to be a “premium light beer” which is brewed “for those who care about wellness and enjoying a beer to complement a balanced, active and social lifestyle”.According to market data from Nielsen, British drinkers are demonstrating a taste for lower-strength brews – beer brewed to between 0.5% and 3.5% ABV. In the 12 months to July 2018, British consumers bought more than 61 million pints of low-alcohol beer, representing 34% growth on the same period last year, AB InBev said.The launch is being supported by a national multimedia advertising campaign, involving print, digital and out-of-home media, which will focus on the beer’s light qualities and functional benefits.Cans will go on sale this year with bottles planned to be introduced in 2019.Michelob Ultra senior brand manager Matt Leadbeater said: “Drinking beer can sometimes seem at odds with living an active life, but it doesn’t have to be. The launch of Michelob Ultra signals an exciting new option for retailers looking to cater to increasing consumer demand for products that complement a balanced lifestyle.“Michelob Ultra has been a runaway success in the US and other new markets globally and we’re confident we can replicate that in the UK as more people look to brands that suit their balance of an active and social life.”This year 355ml cans will go on sale in singe-, six- and 12-pack formats with a blue and white packaging design to ensure standout on shelf. A bottle format will be launched next year.Michelob Ultra is the latest beer in AB InBev’s low- and no-alcohol portfolio in the UK, which already includes Beck’s Blue, Budweiser Prohibition and the low-alcohol Bud Light, which is brewed to 3.5% ABV.Share with your network: Tags: AB InBevbeerMichelob UltraUKlast_img