Michelob Ultra is launching a hard seltzer range. The new offering from the Anheuser-Busch-owned brand is the first-ever national USDA certified organic hard seltzer, and is set to hit shelves nationwide this month (January 2021) with three flavors – cucumber lime, spicy pineapple, and peach pear. It has zero carbs, zero sugar, 80 calories and is filtered six times to remove impurities.
Michelob Ultra Organic Seltzer is free of artificial aftertaste, and is designed to cater to the more mature hard seltzer lover, ages 35-54 years old, who is driving half of the growth in the hard seltzer segment.
“We’re kicking off 2021 in a big way by bringing an innovative, first-of-its-kind organic option to the hard seltzer category for those who enjoy clean and refreshing flavors,” said Ricardo Marques, Global Vice President of Michelob Ultra. “We believe that Michelob Ultra is uniquely positioned to win in the hard seltzer segment, not only because it’s one of the hottest brands in the country, but also because it has unmatched equity as a high-quality brand. This is just the beginning of an exciting, action-packed year from Michelob Ultra, and we couldn’t be more excited.”
Thh USDA Certified Organic seltzer will be available in 12-pack 12oz cans, 24-pack 12oz cans, and a 25oz can wherever Michelob Ultra is sold. A second variety pack and additional flavors will be available later this year.
To celebrate its leap into the hard seltzer category, Michelob Ultra Organic Seltzer is releasing its “As Real As It Tastes” national campaign supported by TV, OOH, digital, radio and social media.
Last week, Bud Light Seltzer announced the addition of a new product to its RTD range – Bud Light Seltzer Lemonade. The new variety pack features four new flavors, including Original Lemonade, Black Cherry Lemonade, Strawberry Lemonade and Peach Lemonade.
In December, Gordon Ramsay joined in on the hard seltzer craze with the launch of his Hell’s Seltzer range. The set of ready-to-drink cans from the celebrity chef come in four “unapologetically bold” flavors: That’s Forked, Mean Green, Berry Inferno, and Knicker Twist.