The launch will be supported with radio, outdoor, print and point-of-sale material from independent Waylon Advertising, St. Louis. The tagline is "Lose the carbs. Not the taste."
With 95 calories and 2.6 grams of carbohydrates per 12 ounces, Ultra is designed to appeal to aging baby boomers as well as the 20-something men who are brewing's biggest target. Ultra will be priced in line with other brews in the high-end Michelob family.
Michelob Ultra was tested earlier this year in Florida and Arizona -- notable for their huge base of retirees -- and in Colorado. Light beers, while aimed at young, heavy drinkers, are attractive to people battling an aging metabolism.
SABMiller's Miller Brewing Co.'s Miller Lite is also said to be playing up its own low-carb attributes, according to people familiar with the matter.