Anheuser-Busch InBev offers “Ultra Caddie” bag in new Michelob campaign | Beverage Industry News

The Michelob Ultra Caddie bag contains a 128oz refilable keg along with speakers and LED lights

The Michelob Ultra Caddie bag contains a 128oz refilable keg along with speakers and LED lights

Anheuser-Busch InBev’s latest marketing campaign for Michelob Ultra gives consumers the chance to win a golf bag complete with beer keg.

The ‘Ultra Caddie Contest’ will give away one souped-up caddie bag that features speakers and LED lights along with a 128oz refilable keg. “We are always looking for new ways to innovate and help our consumers live fit and fun, and the Ultra Caddie delivers both,” said Azania Andrews, vice president for Michelob Ultra.

The low-carb beer brand, which is one of the fastest growing in A-B InBev’s US portfolio, has sponsored golf for the past ten years, and is also aimed at the health and fitness end of the market. A-B InBev recently signed up actor Chris Pratt for a series of adverts that told consumers they can be fit and still enjoy a beer.

Sales for Michelob Ultra have increased every year since 2011, according to Beer Marketer’s Insights and The Wall Street Journal. The brand had its biggest year yet in 2017 when US shipments grew by more than 21%.

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