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Michelob Ultra’s 4.2% ABV is especially suited to the soccer fans who crowd the bar for early-morning English Premier League games. “Nobody wants to drink a heavy beer at 6:30 a.m.,” Camon said.

Michelob ULTRA’ s Pitchside Club took over NYC from July 8 to 13, culminating in a screening of the Sunday championship match between Chelsea and Paris Saint-Germain.

Michelob-ULTRA_ULTRA-Club_New-Members-Day_60s The spot features celebrity athletes and actors reenacting scenes from the greens of Bushwood Country Club, the fictitious course featured in the 1980 ...

Michelob Ultra has risen to the No. 2 spot in market share in the U.S. beer market. Photo: Yuki Iwamura/Bloomberg News Beer is having a bad year.