Michelob Ultra’s New Organic Seltzer Wants to Be the Category’s ‘Sophisticated’ Option

The brand hits shelves this week, supported by a national TV ad

Michelob Ultra Organic Seltzer comes in three initial flavors: spicy pineapple, cucumber lime and peach pear. Michelob Ultra

If White Claw is the unofficial beverage of the college-age crowd, Michelob Ultra Organic Seltzer is vying to win over a more “mature” segment of seltzer drinkers.

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@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.