Michelob Ultra is one of the most popular beers in the United States. It has a large following of loyal fans, and there are many reasons why people love it.
So buys Michelob Ultra? Why? And even more importantly, when? Answering such questions can give us insights into the Michelob Ultra target market so that businesses, like retailers and convenience stores, can make decisions on whether to stock Michelob Ultra in their stores and how much to stock.
In this article, we will discuss who the Michelob Ultra target market is and what makes this brand of beer so appealing to them.
Understanding the Michelob Ultra Target Market
One of the best ways to understand the Michelob Ultra target market is to understand why people buy Michelob Ultra and the circumstances under which they buy it.
Understanding consumers’ needs and motivations for buying beer and especially this brand of beer helps us divide the Michelob Ultra target market into the following customer segments:
- People who love beer
- People who love Michelob Ultra
- People who are looking for a light beer
- People who are looking for a refreshing drink
- People hosting a party
- People planning a picnic
- Restaurants & Bars
Let’s look at each of these segments of the Michelob Ultra target market more closely.
#1. People who love beer
A key segment of the Michelob Ultra target market includes people who simply love beer. They are passionate about trying different kinds of beers and learning about the brewing process. They are also willing to pay more for high-quality. They can also be fans of craft beers.
These are the people who, at a party, don’t mind what kind of beer they drink. They are lovers of beer and would just as gladly drink a Michelob Ultra as they would any other beer.
#2. People who love Michelob Ultra
These people are a subset of the beer lovers group and are passionate about Michelob Ultra. They love the taste of Michelob Ultra and might even prefer it to other beers.
They are also willing to pay a premium for Michelob Ultra. This group is especially important to Michelob Ultra because they are the brand’s loyal fans who will continue to buy Michelob Ultra even when there are other cheaper options available.
It’s also worth noting that people who love Michelob Ultra don’t just drink it at parties; they are also likely to buy it for themselves to drink at home.
#3. People who are looking for a light beer
Michelob Ultra is known for being a light beer, and this is one of the main reasons why people choose to drink it. Light beers have fewer calories and are usually easier to digest.
Many people who choose a light beer do so because they are health-conscious and are watching their calorie intake. Others might choose a light beer because they are trying to be mindful of their alcohol consumption.
#4. People who are looking for a refreshing drink
Sometimes when people are looking for a refreshing drink, they’ll just grab a Michelob Ultra from the fridge. This is especially true in the hot summer months when people are looking for something to quench their thirst and cool them down.
While soda and iced coffee are also refreshing, they don’t usually have the same associations with relaxation that beer does.
Note that people in this market segment may not want a beer or an alcoholic drink at all. They may be just as satisfied with a non-alcoholic drink like lemonade, ginger beer, or maybe even an energy drink or a sports drink like Powerade or Gatorade.
So these alternatives are competitors to Michelob Ultra for the attention of this market segment.
#5. People hosting a party
This segment of the Michelob Ultra target market is made up of people who are hosting a party and want to provide their guests with beer.
They may not have a specific brand in mind, but they know that Michelob Ultra is a good option because it’s a light beer that will be refreshing for their guests.
People in this market segment are also usually looking for a good value, so they may buy Michelob Ultra in bulk or on sale.
#6. People planning a picnic
Similarly, people who are planning a picnic might grab a Michelob Ultra because it’s an easy beer to transport and it won’t get too warm in the sun. Likewise, people going to the beach might also choose Michelob Ultra for these same reasons.
This segment of the Michelob Ultra target market usually makes decisions based on convenience and price. They want a beer that is easy to drink and won’t cost too much money.
It should be noted, however, that not all countries permit the consumption of alcohol in public places like beaches and parks. So in these cases, Michelob Ultra would not be an option for picnickers and beach-goers.
#7. Restaurants & Bars
Finally, businesses like restaurants and bars are a very important segment of the Michelob Ultra target market. They usually buy beer in bulk and serve it to their customers.
While these businesses might serve other brands of beer, they know that Michelob Ultra is a safe option that will be popular with their customers. They usually buy beers that are popular and will be easy to sell. Michelob Ultra fits this bill perfectly.
Conclusion
Michelob Ultra is a broadly loved beer and is enjoyed by people across the United States.
The Michelob Ultra target market is a broad one and includes not just those who love Michelob Ultra but those who love beers in general. It includes people who are looking for a light beer and those looking for a refreshing drink.
People hosting a party or planning a picnic will often choose Michelob Ultra because it’s a good value and easy to transport. And finally, restaurants and bars also serve Michelob Ultra because it’s a popular beer that their customers will buy and enjoy.
