America has a new favourite beer

Michelob ULTRA has overtaken rivals to become the best-selling beer in the United States, marking the result of more than two decades of steady investment and high-profile sports sponsorships. 

Michelob ULTRA has become the top-selling beer in the United States, more than two decades after launching in 2002.

The brand, part of Anheuser-Busch, has built its position through long-term investment in marketing and sponsorship, with a focus on sports and active lifestyle occasions.

Two decades of growth

Kyle Norrington, chief commercial officer at Anheuser-Busch, said: “For more than twenty years, Michelob ULTRA has connected with its fans during the occasions they love. The brand’s playbook has been simple and relentless: invest, learn, and execute as the Official Beer Sponsor of America’s most prominent sports and active-lifestyle moments from Team USA to the NBA to the upcoming FIFA World Cup 2026™ and LA 2028 games to a 30+ year partnership with the PGA Tour. This approach has turned Michelob ULTRA into an absolute rocket ship, and we’ve got tremendous opportunity ahead of us. This is a proud moment for our teams and partners and speaks to the resilience of the American beer category.”

Circana data shows Michelob ULTRA leading US retail channels in the latest 52 weeks, while Nielsen confirms its number one position in bars and restaurants over the same period.

Scott Scanlon, executive vice president of Category Insights at Circana, said: “Consumers are buying more Michelob ULTRA than any other beer in America. The brand stands out as the growth leader in the industry, and it’s showing no signs of slowing down.”

Looking ahead

Michelob ULTRA plans to extend its momentum with further investment, including sponsorship of the 2026 FIFA World Cup™, the Milano Cortina 2026 Olympic and Paralympic Games, and the Los Angeles 2028 Games.

Since 2020, the brand has grown 15%, gaining over 2% of market share in the past five years. Innovation has also supported growth, with Michelob ULTRA Zero becoming one of the top-selling non-alcohol beers in the U.S. within nine months of launch.

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