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History
The beer is named after Michelob, a Bohemian village near Saaz, in the region famous for its hops. After 1918, these places were renamed to Měcholupy (okres Louny) and Zatec.
When Michelob was introduced, it accounted for less than one percent of the brewery's production, and was only distributed in kegs, unpasteurized. There was a limited, two-barrel bottling in 1908.
Production of Michelob was, as with all beer in the United States, ceased during the Prohibition period. Even after Prohibition however, the production of Michelob by the brewery remained around four percent or less of its total output.
In 1961, a method was devised by the Anheuser-Busch brewmasters to produce a pasteurized version of Michelob which did not diminish flavor beyond acceptable levels. This allowed legal shipment of the beer across state lines. Bottled beer began to be shipped soon after, and the brand was introduced in cans as well in 1966.
Brand variations
In response to an emerging demand for low-calorie beers, the company introduced Michelob Light in 1978. Another version, Michelob Classic Dark, was made available in 1981. This last was originally available only in kegs. The bottled version of this beer was introduced three years later. In 1991, Michelob Golden Draft was introduced to compete against the highly successful Miller Genuine Draft. Anheuser-Busch's advertising campaign for the Golden Draft line has been negligible, preferring to rely on word of mouth. Michelob Golden Draft Light was released simultaneously and is currently the best selling beer in Minnesota. Michelob Golden Draft is mainly a regional beer in the midwest, where sales of Miller Genuine Draft often outsell Anheuser-Busch products, most notably in Wisconsin, Minnesota, and the Dakotas.
1997 saw the introduction of several specialty beers under the Michelob marque. These include:
- Michelob Amber Bock
- Michelob Honey Lager
- Michelob Pale Ale
- Michelob Marzen
- Michelob Pumpkin Spice Ale
From the beginning, the specialty beers have had a very limited distribution. The chief outlet has been through a "holiday sampler pack" produced during the Christmas holiday season. Other specialty beers that are no longer in production include Michelob Hefeweizen and Michelob Black & Tan. Some (notably Michelob Amber Bock) have subsequently gone into larger production, while others have not (Marzen is still only available in the sampler pack). The brewery continues to experiment with specialty beers—in 2005 an oak-aged vanilla beer was sold under the Michelob logo, available in single pints. In 2006 Michelob added a chocolate beer to the oak-aged vanilla Celebrate holiday season beer released a year earlier. Michelob also brewed Michelob Bavarian Style Wheat and Michelob Porter for its "holiday sampler pack". In 2007, Michelob launched its Seasonal Specialty Line. These include:
- Michelob Bavarian Wheat (summer)
- Michelob Marzen (fall)
- Michelob Porter (winter)
- Michelob Pale Ale (spring)
The early 21st century saw in the U.S. a demand for diet beer similar to that of the early 1970s, and in 2002 the Michelob line responded with the introduction of Michelob Ultra, advertised as being low in carbohydrates. Later Michelob Ultra Amber, a darker, more flavorful beer, was added to this sub-line.
Advertising and sponsorship
- Advertisements for Michelob Ultra feature people engaged in sporting activities. The golf tournament, Michelob ULTRA Open at Kingsmill and Michelob Ultra Futures Players Championship, are sponsored by Michelob Ultra.
- Michelob Ultra serves as a presenting sponsor of the Tour of Missouri and sponsors the King of the Mountains jersey.
- Michelob also sponsors the Rugby Super League, and many of its teams have shirt sponsorships with its Amber Bock brand.
- PGA Tour player Sergio Garcia is sponsored by Michelob.
- Professional Poker player Scotty Nguyen can always be seen with a Michelob whilst playing poker.
Bottle design
Bottled Michelob was originally sold in a uniquely-shaped bottle named the teardrop bottle because it resembled a water droplet. The teardrop bottle was awarded a medal from the Institute of Design in 1962. Five years later the bottle was redesigned for efficiency in the production line, and later it was abandoned for a standard bottle.
As inexplicable as their decision to drop such a distinctive bottle shape in the first place, in January, 2007 Anheuser-Busch re-introduced Michelob in a similar bottle.
Nutritional information
Michelob: 5 % alcohol, 155 calories, 13.3 carbs
Michelob Golden Draft: 4.7 % alcohol, 152 calories, 14.1 carbs
Michelob Golden Draft Light: 4.3 % alcohol, 110 calories, 7 carbs
Michelob Ultra: 4.2 % alcohol, 95 calories, 2.6 carbs
References
