Salty Dog Cycling

a healthy lust for cycling…

Lance Armstrong, Michelob Ultra strike deal

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So just saw this tweet from Lance: lancearmstrong: “Just announced a new partnership w/ Michelob Ultra. About to walk out and speak to 5000 distributors from around the USA. #ultra

In a three-year deal he will become the spokesperson for the Ultra brand.  It’s a win for beer, which makes me happy, but not too sure how I feel about the Michelob Ultra part.  I know… it’s too much to ask for a biggie like Lance Armstrong to partner up with a micro-brew type.

MILWAUKEE – Cycling great Lance Armstrong has inked a deal with Anheuser-Busch InBev to be the spokesman for the company’s Michelob Ultra brand of beer.

The seven-time winner of the Tour de France and the brewer announced the three-year deal Tuesday.

Armstrong will appear in two television ads next year featuring the brand. His image will be featured on packaging, outdoor, print and in-store advertising.

Anheuser-Busch InBev said Armstrong is the perfect spokesman for Michelob Ultra, which targets health-minded, active drinkers. It sponsors cycling and running events across the country and is marketed as a low-calorie alternative to other beers.

“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,” said Vice president of marketing Keith Levy.

Terms of the deal were not disclosed.

The pairing makes sense for Michelob and shows Anheuser-Busch InBev’s commitment to the brand, said Benj Steinman, publisher of trade publication Beer Marketer’s Insights. Sales of Michelob Ultra, which debuted in 2002, are improving after falling in recent years.

“It’s a demonstration — because I’m sure Lance doesn’t come inexpensively — of the seriousness of their intent about the brand,” Steinman said. “It’s a brand they believe in.” – Via CNBC

Bikes and Brew!

– The Salty Dog


Written by yellow fork

October 6, 2009 at 9:51 pm

One Response

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  1. Is alchol a carcenogenic???? hmmmmmmm live$trong

    Andy F

    February 6, 2010 at 4:21 am

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