Michelob Ultra’s Super Bowl Spot Promotes Organic Farming

, Michelob Ultra’s Super Bowl Spot Promotes Organic Farming

(Coutesy Anheuser-Busch)

Big Beer ads get a lot of attention around the Super Bowl…especially Anheuser-Busch Super Bowl commercials. And this week the world’s largest brewer debuted one promoting organic barley farming.

Ambitious…no?

While patriotic beer ads with Clydesdale horses and funny spots with celebrities like Jimmy Fallon fit the traditional Super Bowl vibe, commercials promoting organic barley farming at the world’s biggest party, although admirable, does feel like a stretch, no matter how many dancers are shaking their booties…

And given Michelob Ultra Pure Gold’s status as the first national beer brand to be USDA-certified organic, the new spot promoting organic farming is conceptually understandable…but still during the Super Bowl broadcast?

Michelob’s new Super Bowl LIV spot, which sexys things up with dancing and cinematic aerial shots, showcases Anheuser-Busch’s “6 For 6-Pack” campaign…a program that invites the beer’s fans to help farmers transition six square feet of farmland into organic with each 6-pack purchase.

“There’s an imbalance between consumer preference for organic products and the amount of organic farmland we currently have in the U.S. to support this need,” said Azania Andrews, Vice President of Marketing, Michelob ULTRA….

 “The future of organic beer relies on more farmers converting to organic; we feel a responsibility to help provide choice and support to those who want to transition, so that together we can help farmers sustain and grow their business and provide consumers the products they want.” 

The commercial is an expansion of an existing program launched in 2019.  Contract for Change offers 3-6-year transitional barley contracts with premiums for transitional and organic barley production.

Anheuser-Busch has also pioneered new barley varieties that produce high yields using 40 percent less water. And to reduce the environmental impact of its supply chain, the company committed to converting its entire dedicated fleet truck fleet to renewable power by 2025.

Not bad for a company that has already reduced its total energy use in US breweries by more than 30%.

All image credits: Anheuser-Busch

About AmericanCraftBeer.com

AmericanCraftBeer.com is the nations' leading source for the Best Craft Beer News, Reviews, Events and Media.
Scroll To Top