The US brewing giant is planning to spend up to £7m on a marketing campaign for Michelob Ultra. The drink will be unveiled in the UK on August 7 at a launch event hosted by TV presenter Gabby Logan, Anheuser-Busch UK marketing director Randall Blackford and Michelob Ultra 'brewmaster' Jill Vaughn.
Anheuser-Busch believes that Michelob Ultra, which will be sold here as a 5% premium lager low in carbohydrates and calories, has a better chance of succeeding in the UK market, where consumers have a track record of shunning 'light' lagers.
As Marketing reported last month (June 12), Coors is renaming Coors Light as Coors Fine Light Beer solely in the UK.
Anheuser-Busch would not confirm the launch of Michelob Ultra as Marketing went to press, but said the new drink was aimed at "the growing number of adults in the UK who are leading active lifestyles". Michelob Ultra has been rolled out in the US as a 4.2% ABV lager.
Bud Light was withdrawn from the UK in early-2001, about a year after it launched, but recent research from Mintel suggests that brewers have a major opportunity to target health-conscious consumers.
Anheuser-Busch refused to disclose details of the Michelob Ultra marketing strategy, but it is likely to focus on a combination of above-the-line activity and promotional campaigns to encourage sampling of the product.
The company's financial results for the six months ending June 30, which were announced last week, revealed that beer sales volume in the UK had declined over the period. However, Anheuser-Busch said that US beer volume increases were led by Bud Light and Michelob Ultra.
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