While other leagues scrambled to install cardboard fan cut-outs, Michelob ULTRA set out to grow its cultural relevance with a younger, more urban drinker. The brand partnered with Microsoft and the ...

The exclusive Michelob Ultra Club offers an all-inclusive experience in an elevated social environment. Membership includes access to four or six luxury seats at all events in the Toyota Center ...

The bar for relevance keeps getting higher, even as the beer category is shrinking. Michelob ULTRA's first-year NBA beer sponsorship promised an opportunity to reach a significantly younger audience, ...