26 May 2016
NEW YORK, May 26, 2016 Michelob ULTRA is living up to its "Brewed for Those Who Go the Extra Mile" tag line this summer by launching the Michelob ULTRA Summer Series, three outdoor fitness challenges with stunning backdrops and unforgettable payoffs at their finish lines.
- Michelob ULTRA Miami Paddle – Miami, June 23 (contestants: 100): Paddle board along the coast and take in views of the Miami skyline before departing on a sunset boat ride.
- Michelob ULTRA Manhattanhenge Mile – New York City, July 12 (contestants: 200): Run through the city on the evening when the setting sun perfectly aligns with the Manhattan street grid, ending with a celebratory rooftop happy hour.
- Michelob ULTRA California Climb – Southern California, mid-August (contestants: 100): Climb up a beach cliff and toast at the summit while enjoying a picturesque sunset.
"We know our consumer prioritizes physical fitness while still making time to enjoy a few beers with friends," said Joe Lennon, Senior Director, Michelob ULTRA. "The Michelob ULTRA Summer Series brings these two aspects of their life together through one-of-a-kind experiences with breathtaking views."
Starting today, people 25-and-over can enter for a chance to attend a Michelob ULTRA Summer Series event by checking out Michelob ULTRA on Facebook and commenting on the contest post with how they "Go the Extra Mile," using #Contest.
Michelob ULTRA's 2016 brand platform, "Brewed for Those Who Go the Extra Mile," was introduced earlier this year in two national TV commercials, "Breathe" and "Get Up." Celebrating the active life has been central to Michelob ULTRA since its launch in 2002. This differentiated positioning has accelerated Michelob ULTRA's growth, making it the fastest growing beer in the industry in 2016. With just 95 calories, 2.6g carbohydrates, and an exceptional taste, Michelob ULTRA is the superior light beer that doesn't undo all the hard work our drinkers put in every day.