Michelob Ultra has surged to the forefront of the U.S. beer market, overtaking competitors like Modelo Especial to become the nation's best-selling beer, based on the latest industry data.
Anheuser-Busch executives attribute much of this ascent to strategic investments in high-profile sports sponsorships. Kyle Norrington, the company's Chief Commercial Officer, shared with FOX Business that Michelob Ultra serves as the NBA's inaugural global beer sponsor and will be the official beer for the 2026 FIFA World Cup and the 2028 LA Olympics. The brand also boasts a partnership with the PGA Tour spanning over three decades.
"This strategy has propelled Michelob Ultra into overdrive, with vast potential still ahead," Norrington remarked.
Dominance in Retail and On-Premise Sales
According to Circana, a key analytics firm for consumer goods, Michelob Ultra led beer sales across retail channels for the most recent 52-week period. NielsenIQ data further confirms its supremacy in bars and restaurants over the same timeframe.
Scott Scanlon, Circana's executive vice president of category insights, praised the brand as "the undisputed growth engine of the beer sector, with momentum showing no signs of fading."
This milestone ends Constellation Brands' hold on the top spot. The maker of Modelo Especial first eclipsed Bud Light in dollar sales in June 2023, capitalizing on the fallout from Anheuser-Busch's controversial Dylan Mulvaney campaign.
The Bud Light Backlash and Its Ripple Effects
The controversy erupted in April 2023 when Anheuser-Busch sent customized cans to transgender influencer Dylan Mulvaney to celebrate "365 days of girlhood." The decision ignited boycott calls, severely denting Bud Light sales and allowing Modelo Especial to seize the lead.
Through early 2025, Modelo maintained its edge in off-premise channels, per NIQ data analyzed by Bump Williams Consulting.
Yet Norrington emphasized that Michelob Ultra's success is no overnight phenomenon. Launched in 2002, the low-calorie beer has long targeted active, socially engaged consumers. Its sports ties—from the NBA and PGA to the Olympics and World Cup—perfectly align with this audience.
In 2019, Anheuser-Busch earmarked Michelob Ultra for aggressive expansion, viewing it as a core growth pillar.
On Draft: A Long-Standing Leader
Norrington highlighted that Michelob Ultra has reigned as the top draft beer in U.S. bars and restaurants for years, setting the stage for broader retail dominance.
Draftline Technologies, which tracks over 1 million tap lines, reported that the brand captured the largest U.S. draft share starting November 1, 2024, and held it through year-end.
Founder Jennifer Hauke told FOX Business she saw this coming: "Michelob Ultra has been steadily building toward No. 1 status on draft for years—total taps included."
| Ticker | Security | Last | Change | Change % |
|--------|---------------------------|--------|------------|----------|
| BUD | ANHEUSER-BUSCH INBEV | 59.36 | +0.78 | +1.33% |
| STZ | CONSTELLATION BRANDS INC.| 132.92| -0.10 | -0.08% |