百威旗下米狮龙啤酒期待在冬奥会前再现奇迹

Core Viewpoint - Michelob Ultra, the official beer sponsor of Team USA, is launching a promotional campaign centered around the "Miracle on Ice" event from the 1980 Winter Olympics, aiming to enhance brand visibility ahead of the 2026 Winter Olympics [1][5]. Group 1: Marketing Strategy - The campaign will feature an immersive event on January 15, recreating the iconic match where the U.S. hockey team defeated the Soviet Union, with footage included in a special program on Peacock [1][6]. - Nostalgia and national pride are key themes in Michelob Ultra's marketing, aligning the brand with elite athletes and promoting it as a healthy beverage choice [1][3]. - The brand collaborates with U.S. hockey players Brady and Matthew Tkachuk, who will appear in various digital and broadcast content, enhancing the brand's association with hockey [1][3]. Group 2: Event Details - The "Recreating the Miracle" event will take place at the Herb Brooks Arena in Lake Placid, New York, the site of the original game, and will utilize holograms and video projections to showcase key moments [2][6]. - Fans can participate in a sweepstakes through the "Superior Access" platform for a chance to attend the "Ultra Summit" event in Park City, Utah, featuring Olympic memorabilia, live performances, and interactive games [2][6]. Group 3: Brand Positioning - Michelob Ultra emphasizes its connection to sports, positioning itself as a healthier beer option amidst changing consumer preferences, with over 53% of Americans believing drinking is harmful [4][8]. - The brand's recent marketing efforts highlight past Olympic successes, indicating a belief in the value of nostalgia marketing, even as competitors move away from this strategy [3][7]. - An increase in sales is noted, with Anheuser-Busch reporting third-quarter revenue of $15.13 billion, partly attributed to the success of Michelob Ultra [4][8].