ST. LOUIS – Anheuser-Busch InBev is taking health-consciousness to a new level with the debut of its first organic beer, Michelob Ultra Pure Gold, Bloomberg reports. The beer is made with organic grains and has received the seal of approval from the Sustainable Forestry Initiative.
“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.
Anheuser-Busch created Michelob Ultra more than a dozen years ago to target the beer drinker who wanted fewer carbs and calories. Pure Gold will have a younger and more costal consumer. “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.”
Michelob Ultra Pure Gold will be available in stores on Monday. Market share for the Michelob brand has increased for 10 consecutive quarters in the United States, making it one of the bright spots for Anheuser-Busch.