After years of targeting health-conscious beer drinkers with Michelob Ultra, Anheuser-Busch InBev is going after an even choosier consumer: the organic shopper.
The brewer is introducing a new beer in the U.S. called Michelob Ultra Pure Gold that’s made with organic grains and approved by the Sustainable Forestry Initiative. The idea is to capitalize on the popularity of organic food and beverages -- and win over people who might turn up their noses at big beer brands.
“We see this as an opportunity to keep leading the way in innovation in light beer and aligning great-tasting products with health and wellness trends,” said Azania Andrews, vice president of Michelob Ultra.
“It’s probably someone who’s 28-plus who shops for food in more high-end places -- like a Whole Foods, for example -- and is focused on really understanding the kind of things that they’re putting in their body,” she said. “They maybe are people who are very disciplined about organic food and vegetables and other beverages.”
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