Michelob Ultra Delivers Sales Around PGA Tour
Although Michelob Ultra is popular among the active-lifestyle set, Anheuser-Busch wanted to create a retail promotion to reach a broader base of light beer drinkers with a focus on 35- to 49-year-old males. The brewer leveraged its sponsorship of the PGA Tour and created the Michelob Ultra Foursome golf text-to-win sweepstakes, which was promoted at on- and off-premise accounts. The brand also promoted it on its Facebook page, encouraging consumers to invite their friends to join them in an Ultra Foursome.
Once the four winners were selected, they flew from Chicago to Jacksonville, FL, for a VIP experience at TPC Sawgrass—including a tour of the clubhouse and a press interview at the club’s media center. The next day the foursome ate breakfast in the players’ dining room before meeting their caddies and playing the stadium course and enjoying a few post-round Michelob Ultra beers. A limo took them to the airport for a flight to Las Vegas, followed by Palm Desert and the Pebble Beach Golf Links.
During the program, wholesaler point-of-sale orders more than tripled and Michelob Ultra became the top beer share gainer in grocery stores.