Michelob Ultra debuts organic hard seltzers

AB InBev’s Michelob Ultra brand has expanded its portfolio with the introduction of a range of USDA certified organic hard seltzers.

Marking the brand’s entry into the hard seltzer category, Michelob Ultra Organic Seltzer comes in three flavours: cucumber lime, spicy pineapple and peach pear.

According to Michelob Ultra, the new offering “caters to the more mature hard seltzer lover, ages 35-54 years old”, who the brand says is driving half of the growth in the hard seltzer segment.

“We’re kicking off 2021 in a big way by bringing an innovative…organic option to the hard seltzer category for those who enjoy clean and refreshing flavours,” 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.”

According to Michelob Ultra, the new offering contains zero sugar and only 80 calories, and is filtered six times to remove impurities.

The seltzers will be available nationwide starting this month in 12oz can 12-packs and 12oz can 24-packs, as well as in 25oz cans, wherever the Michelob Ultra brand is sold.

A second variety pack and additional flavours will be available later this year.

AB InBev’s Bud Light brand is also expanding its range with new Seltzer Lemonades, which will be available in the US from next week.