Michelob Ultra Ambassadors

At the heart of what Michelob ULTRA stands for is a simple and powerful belief that health and happiness should not be at odds with one another. Michelob ULTRA is the beer that cuts artificial ingredients, carbs and calories, but never enjoyment. 

We simply combined ABV with IRL.

160over90 identified the right fitness and wellness influencers and then gave them beer, demonstrating that health and happiness can co-exist. 


The Ultra Influencers helped to create new product lines, starred in creative campaigns, and became ambassadors for MOVEMENT, a series of exclusive fitness events. 


Sales Increase YoY


Attendees Driven to “Movement by Michelob Ultra” Events