Being an ABI product, Michelob Ultra benefited from the kind of marketing budget and distribution network other brewers could only dream of, but the brand missed its mark. Early on in its launch, as TV ads rolled out across the country, it was 21-to-27-year-olds that started driving sales, not their parents. By 2004, marketing had changed to showcase younger people in the commercials with a focus on women. The New York Times reported that 37% of Ultra drinkers were women at the time, 16% higher than what was being tracked for all of beer.

It was the perfect beer at the perfect time to tap into a unique attribute of the American psyche—one that wants to be healthy, but may not be willing to take drastic steps to achieve those goals. In a decades-long survey by Gallup, a historical high of 62% of respondents indicated they wanted to lose weight in 2004, but less than half that (29%) said they were seriously trying to do so. The situation continues today, with 56% saying they want to drop pounds, but only 26% indicating it’s a serious goal.