We re-positioned Michelob Ultra not as another light beer brand, but as the world’s first beer+fitness hybrid brand. We devised the strategy and implemented cross-platform marketing that led Michelob Ultra to become the fastest growing beer in the world. Michelob saw a 22% increase in total volume, 6X share growth, and 6.23 million new household users. In the midst of a category-wide decline, Michelob Ultra has seen continued growth. Holding strong as the fastest growing beer in the world for 5-plus years, it has grown from the 8th largest beer brand in the world to the 2nd.