Michelob ULTRA Joins Forces With Legendary Cyclist Lance Armstrong
ST. LOUIS, Oct. 6 /PRNewswire/ -- Michelob ULTRA announced today
that seven-time Tour de France winner and cycling icon Lance Armstrong
has signed a three-year agreement to become the brand's new
spokesperson and ambassador.
"Lance Armstrong is an ideal ambassador for this brand and we are
honored to have him represent Michelob ULTRA," said Keith Levy, vice
president of marketing at Anheuser-Busch. "Having dominated a sport
that requires such a physical commitment, Lance is the perfect athlete
to connect with adult beer drinkers who lead active lifestyles."
As part of the agreement, Armstrong will appear in a new Michelob
ULTRA television commercial titled "Little Bumps," and he will make a
cameo appearance in a second ad titled "Escalator," both which are
scheduled to air in 2010. Michelob ULTRA will also use Armstrong's
likeness on print, outdoor advertising, digital marketing programs,
product packaging and point-of-sale.
"I'm always making decisions that complement my active lifestyle,
and this includes my beer choice when I want to enjoy a cold one with
friends or when taking a break from training," said Lance Armstrong.
"I'm excited about my association with Michelob ULTRA, a brand that
supports cycling and running communities across the U.S. and is a
favorite among active adults."
Michelob ULTRA has been a strong supporter of the sport of cycling
since 2004. As part of its Race to the ULTRA series, the brand sponsors
more than 40 major running and cycling events annually across the
Since its launch in 2002, Michelob ULTRA has continued to grow in
popularity and is enjoyed by adult consumers living an active lifestyle
and those looking for a great-tasting beer with lower carbohydrates and
fewer calories. Michelob ULTRA has only 95 calories and 2.6g
carbohydrates, 0.6g protein and 0.0g fat, per 12-ounce bottle.
Based in St. Louis, AnheuserBusch is the leading American brewer,
holding a 49.2 percent share of U.S. beer sales. The company brews the
world's largest-selling beers, Budweiser and Bud Light. AnheuserBusch
also owns a 50 percent share in Grupo Modelo, Mexico's leading brewer.
Anheuser-Busch ranked No. 1 among beverage companies in FORTUNE
Magazine's Most Admired Global Companies list in 2009. AnheuserBusch is
one of the largest theme park operators in the United States, is a
major manufacturer of aluminum cans and one of the world's largest
recyclers of aluminum cans. The company is a wholly-owned subsidiary of
Anheuser-Busch InBev, the leading global brewer, and continues to
operate under the Anheuser-Busch name and logo. For more information,
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