Michelob Ultra: low-alcohol beer for ‘social athletes’
Michelob Ultra: low-alcohol beer for ‘social athletes’

Michelob Ultra is set to become the most popular beer brand in the US by 2027. It has become a go-to beverage by identifying an audience of drinkers who are looking to balance their consumption with healthy and active lifestyles. What does its success say about shifting drinking habits?

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