Michelob Ultra, the fastest growing beer brand in the country, continues to push the limit and up the game when it comes to building their active, lifestyle brand. Understanding consumer trends and acting on consumer priorities, Michelob Ultra Pure Gold is a beer like we have never seen before: Organic!
Like all beers in the Ultra family, Pure Gold is low in calories and carbohydrates (85 and 2.5g respectively). But the difference maker in this beer is its organic grains, earning it the USDA Certified Organic seal on its label. The brand is somewhat primitive. Inspired by nature, Pure Gold capitalizes on natural moments that don’t need any additives, like a sunset, an evening stroll or a hike. Similarly, when you drink Michelob Ultra Pure Gold, you will experience beer in its organic form, without any additives. The liquid is triple-filtered and brewed without artificial colors or flavors giving you a pure, refreshing light lager.
The ambition of Michelob Ultra Pure Gold is not only to brew beer in its organic form, but to transform the organic industry. So, the brand has signed a “Contract for Change:” a commitment to make a better future together by helping farmers transition to organic. In 2016, less than 1% of farmland was organic. A world where growing organic becomes possible for more farmers is a world that benefits us all. But when today’s farmers want to start growing organic grains for Michelob Ultra Pure Gold, they are faced with a tremendous financial burden and risk that comes with a 3-year certification process. Pure Gold not only tastes good; it does good!
Anheuser-Busch and Michelob Ultra are doing whatever it takes to help more farmers go organic. By purchasing barley grown during the transition (after they have gone organic) at a higher premium, the brewer is mitigating the risks so farmers can focus on growing the highest quality grains.
Michelob Ultra is committing to creating an organic future together. And with every sip, the future won’t just be bright, it will be Pure Gold. For more information or if you are interested in joining Contract For Change, please contact: ContractForChange@Anheuser-Busch.com
