A-B Extends Michelob ULTRA Brand

ST. LOUIS -- Anheuser-Busch introduces the first extension of the Michelob ULTRA brand with Michelob ULTRA Amber, an American-style light lager with a deep amber color and a malty, toasted aroma now available nationwide.

"Anheuser-Busch has had great success with Michelob ULTRA and we wanted to further capitalize upon this success with the introduction of Michelob ULTRA Amber," said Dan McHugh, vice president of trademark brands for Anheuser-Busch. "The distinctive taste of Michelob ULTRA Amber, carefully crafted by our brewmasters, is ideal for those who prefer a full-flavored light beer."

Brewed at three of Anheuser-Busch's 12 breweries including Fort Collins, Colo.; Jacksonville, Fla.; and Cartersville, Ga., using two-row and dark-roasted specialty malts and a blend of aromatic domestic and imported hops, Michelob ULTRA Amber is also low in calories and carbohydrates. It contains 3.7 grams of carbohydrates, 114 calories and 5 percent alcohol by volume per 12-ounce serving. It was test marketed in Charlotte, N.C.; Daytona Beach, Fla.; Peoria, Ill.; Philadelphia; and Phoenix, Ariz.

"Crafting Michelob ULTRA Amber, like any of our light beers, was an exciting challenge for us as brewers," said Guillermo Moscoso, brewmaster for Anheuser-Busch. "By using darker roasted malts to increase the flavor while maintaining a lower calorie content through the brewing process, we were able to brew a great-tasting, flavorful light lager that we know adult beer drinkers will truly enjoy."

Priced on par with the popular Michelob ULTRA, Michelob ULTRA Amber is available in 12-ounce slope-shouldered glass bottles and comes in six-, 12-, 18-, 20- and 24-packs and in half and one-sixth barrel draught kegs.

The marketing of Michelob ULTRA Amber is supported by a full line of point-of-sale and merchandising materials in addition to outdoor, radio, print and television advertising including a spot during this year's Super Bowl. In addition, Amber Smith, international model and actress, has been signed to be the face of promotional materials for Michelob ULTRA Amber and will be making appearances throughout the country on the brand's behalf in the coming months.