There’s an interesting dichotomy going on in the world of beer right now.
Drinkers across the country are craving double IPAs, imperial stouts and high-octane brews that could make them keel over. Yet on the other side, there is a segment of people who aren’t just interested in the growing prowess of beer, but their waistlines as well.
Last year, I wrote about the wild growth of Michelob Ultra in the face of other macro domestic brands. While craft beer is booming, it seems this beer-branded sports drink is doing pretty well, too. Consider the sales percentage growth over the past four years, as reported by sports business analyst Darren Rovell:
Craft beer sales may be booming, but the rising interest of Michelob is only compounding year-to-year. According to Beer Marketer’s Insights, barrel production of Michelob Ultra grew 30.9 percent from 2009 to 2014, one of only three top-10 macro beers to actually grow during that time.
Most of all, there are several indicators to suggest this pattern won’t be losing steam any time soon.