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Beer sales have been sliding in recent years, but Michelob Ultra has grown market share and sales.
Ricardo Marques, its VP of marketing, attributed the brand s growth to its championing active lifestyles since its launch in 2002.
In 2020, Michelob engaged NBA fans with virtual access to the games and hired a chief exploration officer to tour national parks across the country.
It also tapped celebrities to do livestreams, co-branded clothing lines, and virtual workouts.
Still, competition is heating up, and Michelob plans to compete by growing its portfolio and target audience.