Fox Businessยท2025-09-22 11:21Core Insights - Michelob Ultra has become the top-selling beer in America, surpassing all competitors including Modelo Especial, largely due to its strategic marketing during major sports events [1][2][3] Group 1: Market Position - Michelob Ultra has claimed the top spot in retail channels for the latest 52 weeks, as well as in bars and restaurants, according to data from Circana and NielsenIQ [3][9] - The brand's rise effectively ends Constellation Brands' reign at the top, which was held by Modelo Especial until June 2023 [5][7] Group 2: Strategic Partnerships - Anheuser-Busch has secured significant sponsorships, including being the NBA's first global beer sponsor and the official beer sponsor for FIFA World Cup 2026 and LA 2028 [2] - Michelob Ultra has a 30-year partnership with the PGA Tour, which has contributed to its brand visibility and growth [2][8] Group 3: Brand Growth and Marketing - The brand has been positioned around active and social lifestyles since its launch in 2002, which has resonated with its target demographic [8] - Anheuser-Busch identified Michelob Ultra's expansion as a top priority in 2019, recognizing it as a key growth driver [8] Group 4: Industry Trends - The backlash against Bud Light due to its marketing campaign has shifted consumer preferences, allowing Michelob Ultra to capitalize on this opportunity [5][7] - Draftline Technologies reported that Michelob Ultra has the largest share of U.S. draft lines, indicating strong market presence [9][10]