The 1,264th sign of the Apocolypse: flavored Michelob Ultra

Posted by Patrick under Beer Photos

I’m in Virginia visiting my convalescing dad, and stepped out to the grocery for a few things. I rounded the bread aisle and found this disturbing endcap display.

While I’m sure there is a market for pomegranate or Tuscan orange adult beverages, having a four-up Michelob-branded offering and calling them all beer is problematic for the rest of their portfolio.
I think it would be hard for Michelob brewers to feel excited about going to work when all they are making is a weak base beer which gets fruit flavoring injected inline during packaging.

What’s more criminal is that at 107 calories for 12 ounces, there is nothing Ultra about these beers. They are more caloric than regular light beers, and have only 13 fewer calories than Guinness. Given
those choices, I know what I would pick.

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