AB InBev is launching its premium light beer Michelob Ultra in the UK, following more shoppers opting for lower-calorie and low-alcohol options.
Michelob Ultra contains 79 calories and has an ABV of 3.5%. It will be available to convenience retailers from October in 355ml cans. Retailers will be able to stock it in singles cans, as well as multipacks of six and 12.
The launch will be supported by a national advertising campaign, involving print, digital and outdoor advertising.
Matt Leadbeater, senior brand manager for Michelob Ultra at AB InBev, said:“The launch of Michelob Ultra gives retailers an option to stock a beer that caters to demand for products that adhere to different lifestyles."