When Michelob Ultra hit shelves in 2002, few people could’ve predicted it would become one of America’s top-selling beers — or that it would reshape how we think about “light” beer altogether.

Branded as the beer for runners, cyclists, and “weekend warriors,” Ultra became a lifestyle statement as much as a beverage. But behind that crisp, low-carb image are some surprising stories.

Here are ten things you might not know about Michelob Ultra, which is now the #1 bestselling beer in the nation.

It Was Originally Marketed to Baby Boomers

While Ultra’s image today screams millennial fitness influencer, it was actually created for Baby Boomers. Anheuser-Busch launched Michelob Ultra targeting health-conscious consumers over 40 — those who wanted to stay fit and still enjoy a beer after golf or tennis.

It’s Not Michelob’s First “Light” Experiment

Michelob had been experimenting with lighter brews for decades before Ultra. The original Michelob Light debuted in 1978, long before “low-carb” became a selling point. Ultra simply hit at the right cultural moment — when Atkins, keto, and calorie counting were going mainstream.

The Name “Ultra” Was a Last-Minute Decision

According to insiders, the “Ultra” moniker wasn’t the original plan. Early focus groups responded so strongly to the word — associating it with high performance and sleekness — that it stuck. It perfectly captured the beer’s aspirational tone.

It Has Fewer Carbs Than an Apple

At just 2.6 grams of carbohydrates per 12-ounce serving, Michelob Ultra technically has fewer carbs than a small apple. That’s part of the reason it’s become the go-to beer for people counting macros or tracking calories.

The Packaging Was Designed to Resemble Sports Drinks

Michelob Ultra’s tall, slim bottle and silver label were intentionally modeled after the design language of sports drinks and energy beverages. The goal: to look as at-home on a yoga mat as it does in a bar fridge.

It’s the Official Beer of Fitness Events

.Michelob Ultra supports a wide range of sports events, with a major focus on soccer, cycling, and the Olympics. The brand is an official sponsor for events like the upcoming FIFA Club World Cup 2025 and the 2026 FIFA World Cup, and it sponsors Team USA for the Olympic and Paralympic Games. A Michelob Ultra is also a title sponsor for GFNY (Gran Fondo New York) cycling races and has partnerships with leagues such as the NBA, WNBA, and PGA.

It Sparked the “Better-for-You Beer” Boom

Before Ultra, the beer market was mostly divided between full-flavor lagers and “light” beers like Bud Light or Coors Light. Ultra’s success opened the door for a wave of low-calorie, low-carb craft brews and hard seltzers that followed in its wake.

The Ultra Lineup Keeps Expanding

What started as a single light lager has turned into a full family. Today you’ll find Michelob Ultra Zero: non-alcoholic beer that contains zero alcohol and 29 calories., Ultra Amber Max a gluten-reduced, light amber lager that was first released in 2019., and several fruit- infused Ultra Organic Seltzer variations.

It’s Especially Popular in the South and Midwest

Michelob Ultra’s popularity is not concentrated in one specific region, but it is strongest in the Southeast. In September 2025, Anheuser-Busch announced that Michelob Ultra had become the best-selling beer in the entire US, so there’s that.

Celebrities Are All About Michelob Ultra

Big name sports and media stars such as Chris Pratt, Serena Williams, and Peyton Manning have all appeared in campaigns, and it’s become the unofficial “fit celebrity” beer — a low-guilt pick for Hollywood types who still want a beer with buzz.

###

Want more Beer Briefs?

We’ve got ‘em…

Beer Briefs: 10 Things You May Not Know About Budweiser

Beer Briefs – 10 Things You Might Not Know About Sierra Nevada Brewing

Beer Briefs – 10 Things You May Not Know About Heineken

10 Things You May Not Know About Modelo Especial Beer