Michelob Ultra is set to become the most popular beer brand in the US by 2027. It has become a go-to beverage by identifying an audience of drinkers who are looking to balance their consumption with healthy and active lifestyles. What does its success say about shifting drinking habits?
Unusual brews and rich IPAs are still crucial to stimulate consumer interest within the craft beer market, yet US consumers are increasingly attracted by lagers, classic West Coast IPAs, and balanced British-style ales. What’s driving them to revert back to these traditional beer styles?