Michelob's low carb Michelob Ultra and new line of fruit-infused beers are clearly designed to appeal to post-collegiate women who prefer wine or cocktails to downing a brew. Michelob Ultra TV and print ads show fit men and women engaged in outdoor activities followed by a night on the town. The exercise connection feels a little forced here but I think it's getting at a lifestyle and I appreciate that both genders are included. The fruit-flavoring is lost on me as well but there may be a market there. Time will tell. However, a recent cover story in Beverage Industry (yes, we read from ALOT of sources) profiled New Belgium, maker of Fat Tire and other microbrews, that made me crave beer in a way I hadn't since the last time I donned blue mascara. Yes, it's great tasting beer but the company's sustainability policies (in 1999 they subscribed to 100% wind powered energy - long before green became trendy) and value they place on their employees (after one year employees are offered ownership in the company; five year veterans get a two-week trip to Belgium) were what really made me want to seek them out on the shelves. Does this mean I'll leave wine behind for beer? No. But when I do buy a six pack I'll make sure it's one of theirs and - here's where it pays off for New Belgium - I'll keep my husband stocked with Fat Tire, whether it's on sale or not. And, I'll tell other people. Starting right here.
Click here for their inspirational vision and story - this company is the real deal - and that always connects.