If White Claw is the unofficial drink of the college age crowd, Michelob Ultra Organic Seltzer is vying to win a more “mature” segment of seltzer drinkers.
With its first product launch in 2021, Anheuser-Busch continues to develop its wide range of hard seltzer offerings with yet another beer brand extension, joining both Bud Light Seltzer and Natural Light Seltzer.
The alcohol conglomerate’s latest brand of hard seltzer to hit the market will be released next week. Michelob Ultra Organic Seltzer represents an attempt to double the attributes that drove the category to unprecedented success over the past two years. The marketing plan places special emphasis on the drink being low in calories, sugar free, and light in alcohol.
The Seltzer mob struggle for shelf space
Seltzer’s hard space seems to be getting more and more crowded by the minute. Michelob Ultra was clearly aware of this perception. To brand managers, the question of differentiation was more and more relevant. According to Michelob Ultra, vice president of marketing Ricardo Marques, the development and commercialization of a truly distinct product was the origin of the creation of this new seltzer brand.
“We realized by talking with consumers that some of these drinkers did not see themselves reflected in the current [market] proposals, ”Marques told reporters during a virtual tasting this week. “They were looking for a slightly more premium, more mature and more sophisticated offer. Most of the brands focused on the 21-25 age group. “
For healthy adults (mainly)
Marques sees Michelob Ultra’s seltzer offering as the grown-up answer to some of the Gen Z and Millennial brands, targeting the 35+ segment instead. “These are drinkers looking for exactly what a brand like Michelob Ultra has credibility on: health and wellness, low carb and great taste.
Michelob Ultra Hard Seltzer comes in three initial flavors: spicy pineapple, lime cucumber and pear peach. The advertisement for the new seltzer brand emphasizes that it does not have an “artificial aftertaste”. This is something that Chrissy Davenport, Anheuser-Busch’s senior operations manager, says can happen when low-calorie seltzers use artificial sweeteners in the mix.
The USDA-certified organic drink is also filtered six times, giving it the “clean finish” that brewers have been looking for, Davenport said.
The first TV commercial for Michelob Ultra Organic Seltzer launched this week and will air nationwide. Anheuser-Busch has yet to reveal whether the new brand will secure a spot in the Super Bowl.