Michelob Ultra Goes Green With Beer Made From Organic Grains

Michelob Ultra Goes Green With Beer Made From Organic Grains
User Avatar
Updated 5 months ago

Michelob Ultra has been tailor-made for beer drinkers that are health conscious, or just want a drink that sits a little lighter. They’ve aimed their marketing toward millennials and sports athletes who are decidedly conscious about what they put into their bodies. Ultimately, it’s made for some very loyal customers. In an effort to become sustainable, they’ve released a new “Pure Gold” edition made with organic grains.

The Michelob Ultra brand, owned by Anheuser Busch, was created back in 2002 and promoted beer that was less filling. “Pure Gold” is an organic version that doesn’t have any artificial coloring or flavor and each bottle has 85 calories, 10 less than the standard. Its 2.5 grams of total carbohydrates remains the same.

Packaging is also environmentally conscious, and it’s received a stamp of approval from the Sustainable Forestry Initiative. According to the press release, their certification is a way to “promote sustainable forest management, including measures to protect water, quality, biodiversity, wild habitat, [and] species at risk.”

"We're proud to be a brand for consumers who balance their healthy, active lifestyles while also being able to enjoy beer,” vice president Azania Andrews said in a press release. “We know organic ingredients are important, and with Michelob ULTRA Pure Gold we're able to provide a new beer with a unique golden look and taste.”

The new beer is expected to fit right in with high-end stores that sell organic products like Whole Foods. It also continues a trend of major corporations that are promoting organic food and drink, removing artificial ingredients from their products, and looking at plant-based alternatives. Anheuser Busch acquired HiBall last summer, who distributes an organic energy drink, but this is their first beer that enters the organic marketplace.

Anheuser Busch hopes that Michelob Ultra Pure Gold continues the solid sales streak for their brand. While flagship beers like Budweiser have dipped (though Bud Light remains the top-selling beer in 2017), Michelob Ultra has seen growth in market share for two and a half years.

Kelly Slater, an 11-time World Surf League champion, will be the lead spokesperson for Michelob Ultra Pure Gold marketing. Similar to the standard brand, the organic version will attempt to tap into the sports market. While athletes and beer doesn’t seem to mix, there’s actually been a link nonalcoholic beer having health benefits as a recovery drink.

Pure Gold may not be able to help athletes recover, but it looks to be a good option for them when they’re ready to enjoy some beer. The newly released beer has been in stores since Monday. It wouldn’t be a surprise to see other beer companies follow with their own sustainable alcoholic products in the near future.

RecircStyle7 Etsy Shops Full Of Cruelty-Free Skincare

These seven Etsy shops from around the world offer an impressive range of cruelty-free products you can feel good about putting on your face.

By Marissa Higgins
1 day ago
RecircNews72 Million New Homes Will Run On Solar Power By 2030

A new report shares why decentralized energy grids will power the homes of the future and make a major difference in the lives of those in developing countries currently with limited or zero access to electricity. 

By Koty Neelis
2 days ago
RecircNewsStarbucks And McDonalds Team Up To Create A Compostable To-Go Cup

Starbucks and McDonalds are working together to rethink to-go cups and inviting others to join them in creating eco-friendly packaging in an effort to reduce waste and environmental impact.

By Koty Neelis
2 days ago
RecircFoodMeat And Dairy Corporations Could Soon Beat Oil As World's Worst Polluters

A new report finds that meat and dairy producers are on track to surpass the oil industry's greenhouse gas emissions.

By Kristin Hunt
2 days ago
Stay Green
Sign up for our newsletter