Better to be ultra safe than ultra sorry

We will also continue our sampling programme to get Michelob Ultra into the hands of adults who live, or aspire to live, active lifestyles," says Jim Gorczyca

FOLLOWING the government’s National Alcohol Harm Reduction Strategy, (not to mention its aggressive stance on smoking) it’s becoming hard to move for responsible drinking initiatives these days; and the latest mass media advertising campaign for Michelob Ultra provides a refreshing case in point.

For the first time in the UK, Michelob has been running a TV ad featuring images of adults enjoying active sports with the strapline "If this is what your life is about, this is your beer".

"We will also continue our sampling programme to get Michelob Ultra into the hands of adults who live, or aspire to live, active lifestyles," says Jim Gorczyca, marketing director at Anheuser-Busch Europe.