In 2002, Michelob Ultra hit shelves nationwide for the very first time. Its remarkable success since then has been one of the most important stories to both the brand’s owner, Anheuser-Busch InBev (née Anheuser-Busch), and to the American brewing industry writ large. A detail that often gets omitted from that story is that early on, A-B tested Michelob Ultra in smaller-than-normal cans. It didn’t go well.
“People would say, ‘Less calories, less carbs… less beer?’” Kimberly A. Clements, the co-founder and managing partner of industry consultancy Pints LLC recalled, recounting in a recent episode of VinePair’s Taplines her role in Michelob Ultra’s early aughts rollout as a third-generation A-B distributor in Arizona. “Testing showed that they wanted a 12-ounce can, or they wanted a larger package.”
The American beer aisle is virtually unrecognizable compared to the one Michelob Ultra entered 22 years ago, but the general wisdom still applies. Packaging is a powerful value signal to drinkers. The reason 19.2-ounce cans have performed so well in a tough market is the same reason BuzzBallz opted to introduce Biggies rather than Smallies: When it comes to single-serve beverage-alcohol packaging, bigger tends to be better.
This may be why I find New Belgium Brewery’s upcoming Mini Rippers gambit so refreshing.
Have you heard of these yet? No? All right, first of all: Forget everything you know about Voodoo Ranger, NBB’s game-changing brand family of flavor-forward, high-potency India pale ales. Er… some of what you know. In September 2024, the industry blog MyBeerBuzz
