Anheuser-Busch InBev launched a new member of Michelob Ultra family earlier this week — Michelob Ultra Pure Gold is an organic beer it hopes will help the brand capture some of the growing Millennial market and their increasing demand for cleaner and healthier foods.
While even big-name brands of beer are often low on the ingredients — barley, hops, water, yeast are all that’s needed — Michelob Ultra Pure Gold is using certified organic grains that have Sustainable Forestry Initiative approval to attract the healthy shopper seeking third-party certification.
“We see this as an opportunity to keep leading the way in innovation in light beer and aligning great-tasting products with health and wellness trends,” Azania Andrews, vice president of Michelob Ultra, said in a statement.
The beer will be stocked in select Whole Foods Markets, which already sells a variety of organic beer, wines, and spirits.
“It’s probably someone who’s 28-plus who shops for food in more high-end places — like a Whole Foods, for example — and is focused on really understanding the kind of things that they’re putting in their body,” she said. “They maybe are people who are very disciplined about organic food and vegetables and other beverages.”
The move mirrors the growing trend by big food brands to grab some of the organic, natural, and plant-based market shares by offering cleaner versions of namesake products — like KraftHeinz’s Heinz’s Simply and Organic versions of its Ketchups, or Frito Lay’s chips free from artificial ingredients. Or, they’re simply buying up brands that offer these products; The Campbell Soup Co. purchased Bolthouse Farms; Nestlé recently acquired Sweet Earth Foods.
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