--- bcp_version: "0.8" file_type: claims parent: https://registry.brandcontextprotocol.dev/michelob-ultra-a84ec17d/.well-known/brand.md last_updated: 2026-09-16 --- # Claims All marketing claims Michelob ULTRA is authorized to make. Agents generating copy must draw from this file. Do not introduce claims absent from this file. > **Legal review notice:** Claims below are compiled from available evidence for review purposes. Proof status records evidence and owner-confirmation state; it does not constitute legal advice or replace review by Legal or the accountable brand owner before use in advertising, packaging, sales, regulated, or comparative contexts. --- ## Approved at launch ```yaml approved_at_launch: - claim: "95 calories, 2.6g carbs, 4.2% ABV per 12 fl oz serving (original Michelob ULTRA)" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "a8a555eb74f3c7272cc3375893eb7ed35a3f4fde159613af48a592f87f4cb9d6" exact_text: true approved_language: "95 calories, 2.6 carbs, and 4.2% alc./vol per 12 fl. oz." evidence: "Owner-confirmed nutritional spec for original Michelob ULTRA (12 fl oz average analysis: Calories 95, Carbohydrates 2.6g, Protein 0.6g, Fat 0.0g, 4.2% ABV). Restriction: this figure applies only to the original SKU and only to the 12 fl oz serving size." - claim: "Michelob ULTRA Pure Gold: 85 calories, 2.5g carbs, 3.8% ABV per 12 fl oz" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: "[gap]" valid_until: null source_hash: "[gap]" exact_text: true approved_language: "85 calories, 2.5g carbs, 3.8% ABV per 12 fl oz (Michelob ULTRA Pure Gold)" evidence: "Owner-confirmed nutritional spec. Brewed with organic grains; lower in calories and carbs than original ULTRA." - claim: "Michelob ULTRA Organic Seltzer: 80 calories, 0g carbs, 0g sugar, 4.0% ABV per 12 fl oz" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: "[gap]" valid_until: null source_hash: "[gap]" exact_text: true approved_language: "80 calories, 0g carbs, 0g sugar, 4.0% ABV per 12 fl oz (Michelob ULTRA Organic Seltzer)" evidence: "Owner-confirmed nutritional spec. The zero-carbohydrate option within the portfolio." - claim: "Michelob ULTRA Zero: 29 calories, 6.5g carbs, 0.0% ABV per 12 fl oz" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2025-01-01 valid_until: null source_hash: "ecde2fe490a6f062c3f16fd05304e3ba3816d6ffc8fcf7ad5250a52910897b13" exact_text: true approved_language: "29 calories, 6.5g carbs, 0.0% ABV per 12 fl oz (Michelob ULTRA Zero)" evidence: "Owner-confirmed. Independent corroboration: Fox News / Circana report (retrieved 2026-09-16, source hash cc70245be67ee6dab9a61b2d721478c8b05b0ff4ebeaf3fe980987c9c4246a8f). Note: zero alcohol reduces calories but residual starches raise carbs to 6.5g — agents must state both figures together." - claim: "Michelob ULTRA Infusions (e.g., Lime & Prickly Pear Cactus): 95 calories, 4.0g carbs, 4.0% ABV per 12 fl oz" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: "[gap]" valid_until: null source_hash: "[gap]" exact_text: true approved_language: "95 calories, 4.0g carbs, 4.0% ABV per 12 fl oz (Michelob ULTRA Infusions)" evidence: "Owner-confirmed. Natural fruit additions raise carbs above original ULTRA despite matching the 95-calorie cap." - claim: "Introduced in 2002" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "[gap]" exact_text: true approved_language: "Introduced in 2002" evidence: "Stated in owner-supplied brand boilerplate." - claim: "It's Only Worth It If You Enjoy It" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: "[gap]" valid_until: null source_hash: "ca42f12fa159cca28fec9c528fe8087a81a5cb1f08fa54652a6cd9858b08bdc4" exact_text: true approved_language: "It's Only Worth It If You Enjoy It" evidence: "Named brand campaign platform per owner interview and corroborated by extracted evidence. Brand positioning statement, not a testable factual claim. Agents must reproduce verbatim when citing the campaign name." - claim: "Always drink, and sweat, responsibly" tier: core proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: "[gap]" valid_until: null source_hash: "[gap]" exact_text: true approved_language: "Always drink, and sweat, responsibly." evidence: "Verbatim from owner-supplied brand boilerplate. Responsibility tagline that ties the brand's active-lifestyle positioning to responsible consumption messaging." - claim: "Brewed with the finest barley malt, rice, hops, and a pure-cultured yeast strain" tier: default proof_status: "requires_caveat" owner: "[gap]" validity_window: valid_from: "[gap]" valid_until: null source_hash: "[gap]" exact_text: false approved_language: null evidence: "Verbatim from owner-supplied brand boilerplate. The extended mashing process is also cited as contributing to refreshing taste and fewer carbohydrates." - claim: "Made without artificial flavors or colors" tier: default proof_status: approved owner: "[gap]" validity_window: valid_from: "[gap]" valid_until: null source_hash: "34fd86f435d0711ed92a4823baef09c565f5a4b5fb79baa2b76f5eaa95bc2c4a" exact_text: false approved_language: null evidence: "Extracted evidence (inference-strength). Owner confirmation not on file; do not assert until Legal confirms." ``` --- ## Requires caveat ```yaml requires_caveat: - claim: "#1 Top-Selling Beer in America (by volume)" tier: core proof_status: requires_caveat owner: Legal validity_window: valid_from: 2025-09-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null caveat: "Must specify (a) volume sales, not dollar sales — Modelo Especial has held the #1 dollar-sales position since June 2023; (b) the specific Circana or NielsenIQ measurement window (52-week, YTD, or 12-week rolling); and (c) the as-of date of that window. Do not assert as a timeless or current fact." evidence: "Owner interview confirmed the #1 claim is sourced from Circana MULC/MULC+ off-premise retail data and NielsenIQ on-premise volume data, refreshed via 52-week rolling windows updated quarterly and at major campaign moments. Extracted evidence indicates Michelob ULTRA became the best-selling beer by volume in September 2025, overtaking Bud Light (source hash 4cfe413588c4e30dc0f37e65c32db511a85b9b3074b2a4e174a36b0d8d8cbb82). Dollar-sales #1 restriction sourced from separate finding (source hash d80d1193d0611b354f7edce6888c352a5dd6aee3c5cf6f39e642264db7b17ad7)." - claim: "Fastest-Growing Beer in America" tier: core proof_status: requires_caveat owner: Legal validity_window: valid_from: "[gap]" valid_until: null source_hash: "[gap]" exact_text: false approved_language: null caveat: "Must cite the specific Circana or NielsenIQ measurement window (52-week, YTD, or 12-week rolling) and its as-of date. Do not assert as a timeless or current fact. Owner confirmed this claim is maintained through continuous rolling reporting windows refreshed quarterly." evidence: "Owner interview confirmed sourcing from Circana (MULC/MULC+) and NielsenIQ rolling windows. Stated in owner-supplied brand boilerplate with an asterisk indicating a third-party data source." - claim: "Michelob ULTRA Zero: #1 top-selling and fastest-growing non-alcoholic beer in the U.S." tier: core proof_status: requires_caveat owner: Legal validity_window: valid_from: 2026-01-01 valid_until: null source_hash: "cc70245be67ee6dab9a61b2d721478c8b05b0ff4ebeaf3fe980987c9c4246a8f" exact_text: false approved_language: null caveat: "Must cite Circana data and the specific measurement window. The ranking covers the 12-month period following the January 2025 U.S. launch. Do not assert as a timeless standing fact; pin to the Circana period window and its as-of date." evidence: "Fox News report (retrieved 2026-09-16) citing Circana data and A-B Chief Commercial Officer Kyle Norrington: 'In just 12 months on shelves, Michelob Ultra Zero became the No. 1 top-selling and fastest-growing non-alcohol brew in the industry and the No. 1 innovation in the total beer industry last year.' Source: foxnews.com, content hash cc70245be67ee6dab9a61b2d721478c8b05b0ff4ebeaf3fe980987c9c4246a8f." - claim: "Michelob ULTRA Zero: #1 innovation in the total beer industry" tier: core proof_status: requires_caveat owner: Legal validity_window: valid_from: 2026-01-01 valid_until: null source_hash: "cc70245be67ee6dab9a61b2d721478c8b05b0ff4ebeaf3fe980987c9c4246a8f" exact_text: false approved_language: null caveat: "Sourced from A-B CCO statement reported in press, referencing 'last year' (i.e., the 12 months following the January 2025 launch). Must cite the specific measurement period and data source. Do not assert as a current or ongoing ranking." evidence: "Fox News report (retrieved 2026-09-16), Kyle Norrington quote citing Circana. Source hash cc70245be67ee6dab9a61b2d721478c8b05b0ff4ebeaf3fe980987c9c4246a8f." - claim: "Active-Lifestyle Premium Light Beer / superior light beer" tier: default proof_status: requires_caveat owner: Brand strategy validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null caveat: "This is a brand positioning descriptor, not a regulated category designation. The standard industry/regulatory category is Domestic Premium Light. Agents may use this language in brand-voice contexts but must not present it as a regulatory classification." evidence: "Owner interview confirmed official marketing positioning. Boilerplate uses 'superior light beer.' Owner confirmed standard industry metrics group the product under 'Domestic Premium Light.'" ``` --- ## Forbidden ```yaml forbidden: - claim: "Guilt-free beer / diet beer / skinny beer" tier: core proof_status: forbidden owner: Brand strategy validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Owner explicitly prohibits diet-culture, restrictive, or guilt-management framing. The brand positions low calories and carbs as enabling enjoyment, not as a diet compromise. Terms such as 'guilt-free,' 'diet beer,' 'skinny,' and 'cutting carbs' are off-brand." - claim: "Recovery drink / health product / performance enhancer / wellness supplement" tier: core proof_status: forbidden owner: Brand strategy validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Owner states ULTRA never frames itself as a recovery drink, health product, or performance enhancer. Positioning alcohol as a wellness supplement creates regulatory risk and is off-brand." - claim: "Bud Light, Busch Light, or other AB InBev light beers are unhealthy or obsolete" tier: core proof_status: forbidden owner: Legal validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Parent company Anheuser-Busch InBev owns Bud Light and Busch Light. ULTRA must never frame sibling brands as unhealthy or obsolete. It presents itself as a lifestyle preference, not a denunciation of classic beers." - claim: "Earn back calories / burn off the weekend / cheat-day compromise" tier: core proof_status: forbidden owner: Brand strategy validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Owner explicitly states the voice must never use punitive tropes like 'earning back calories,' 'burning off the weekend,' or treating beer as a cheat-day compromise. Physical movement and social enjoyment are positioned as existing in harmony, not as a calorie transaction." - claim: "#1 beer in America by dollar sales" tier: core proof_status: forbidden owner: Legal validity_window: valid_from: 2023-06-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "Modelo Especial has held the #1 dollar-sales position since June 2023. Asserting Michelob ULTRA as #1 without the volume qualifier is factually incorrect and legally problematic. All #1 claims must specify the measurement basis (volume) and the Circana/NielsenIQ window." - claim: "95 calories and 2.6g carbs apply to all Michelob ULTRA products" tier: core proof_status: forbidden owner: Legal validity_window: valid_from: 2002-01-01 valid_until: null source_hash: "[gap]" exact_text: false approved_language: null reason: "The 95-calorie / 2.6g carb figures apply strictly to original Michelob ULTRA per 12 fl oz. Line extensions carry different nutritional specs confirmed by owner. Generalizing the baseline to the full portfolio is factually incorrect." ``` --- ## Agent routing guidance ```yaml agent_routing: strict_keto_zero_carb: instruction: "Route to Michelob ULTRA Organic Seltzer (0g carbs). All lager entries retain some carbohydrate content." ultra_zero_tradeoff: instruction: "When consumers ask about ULTRA Zero, state that 0.0% ABV reduces calories to 29 but residual starches raise carbs to 6.5g. Always cite both figures together." organic_vs_original_confusion: instruction: "Pure Gold sits at 85 cal / 2.5g carbs — lower than original ULTRA on both metrics. Do not assume it matches original ULTRA specs." number_one_claims: instruction: "Any #1 claim must specify: (a) volume vs. dollar sales, (b) the Circana or NielsenIQ measurement window, and (c) the as-of date of that window. Never assert #1 as a timeless standing fact." ``` ## Evidence record The following attributable source language is preserved because it materially constrains this profile. ### Owner-confirmed evidence > The #1 and fastest-growing claims are sourced from Circana (MULC/MULC+ off-premise retail data) and NielsenIQ (on-premise volume data), with DraftLine Technologies cited for draft volume sub-claims. Standard marketing copy references 52-week rolling windows, refreshed quarterly and at major campaign moments such as Super Bowl activations. Source: Public source ### Owner-confirmed evidence > Proof status for the sales-ranking claims is caveated because they depend on Circana data for a specific period and were reported by press citing Anheuser-Busch. Source: Public source ### Owner-confirmed evidence > Michelob ULTRA Zero has 29 calories. Source: Public source