Core Insights - Michelob Ultra has become the top-selling beer in the US, surpassing Modell Especial in retail sales by volume over the past 52 weeks, according to Circana data [1] - The beer's popularity is attributed to effective marketing strategies at major sporting events, including the FIFA Club World Cup and the upcoming 2026 World Cup in the US [2] - Despite Michelob Ultra's success, the overall retail beer sales in the US have declined nearly 5% in the first half of 2025, totaling $34.7 billion [3] Industry Trends - The light lager style beer is also leading in sales at bars and restaurants, indicating a shift in consumer preferences towards lower-calorie options [2] - A Gallup survey reveals that only 54% of US adults report drinking alcohol, marking the lowest level in nearly 90 years, with a growing belief that moderate drinking is detrimental to health [3] - The trend towards lower-calorie beers like Michelob Ultra may be a response to changing consumer attitudes towards alcohol consumption [4]