Marketing

The brand new natural seltzer from Michelob Extremely would be the “refined” possibility within the class

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If White Claw is the unofficial drink of college-age people, Michelob Ultra Organic Seltzer is trying to attract a "mature" segment of Seltzer drinkers.

With the first product launch in 2021, Anheuser-Busch is expanding its extensive range of Hard Seltzer with a further expansion of the beer brand and joins both Bud Light Seltzer and Natural Light Seltzer.

The alcohol conglomerate's newest brand to hit the market will hit the market next week. Michelob Ultra Organic Seltzer is an attempt to double the properties that have made the category unprecedented success in recent years. The marketing plan places particular emphasis on the fact that the drink is low in calories, sugar-free and slightly alcoholic.

The fight of the tough seltzer for shelf space

The hard seltzer room seems to be getting thicker by the minute. Michelob Ultra was clearly aware of this perception. For brand managers, the question of differentiation became more and more relevant. According to Michelob Ultra vp from Marketing Ricardo Marques, the development and marketing of a truly independent product was the impetus for the creation of this new seltzer brand.

"We have seen in conversation with consumers that some of these drinkers are not reflected in the current (market) proposals," Marques told reporters at a virtual tasting this week. “They were looking for an offer that was a little higher quality, more sophisticated and more demanding. Most of the brands focused on the 21-25 age group. "

For healthy adults (mainly)

Marques sees Michelob Ultra's Selters offering as the adult answer to some of the Gen Z and Millennial brands targeting the 35-plus segment instead. "These are drinkers looking for exactly what a brand like Michelob Ultra believes in – health and wellness, fewer carbs and great taste."

Michelob Ultra Hard Seltzer is available in three flavors: spicy pineapple, cucumber lime and peach pear. The advertising of the new Seltzer brand underlines that it has no “artificial aftertaste”. Chrissy Davenport, senior operations manager at Anheuser-Busch, said this could happen if low-calorie seltzer uses artificial sweeteners in the mix.

The USDA certified organic beverage is also filtered six times, giving it the "clean finish" the brewers are looking for, Davenport said.

The first TV commercial for Michelob Ultra Organic Seltzer was discontinued this week and will run nationwide. Anheuser-Busch has not yet announced whether the new brand will get a place in the Super Bowl.

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Jeffrey Rabinowitz