Michelob Ultra
PGA Championship | 2025
Work completed while serving as Senior Account Director at 160over90
Client Objective
Elevate Michelob ULTRA’s connection to golf by leveraging its presence at the PGA Championship, showcasing the brand as the light beer of choice for fans who value both active living and celebratory moments.
Approach
Michelob ULTRA brought its “It’s Only Worth It If You Enjoy It” ethos to life through immersive on-site activations that included branded bars, sampling opportunities, premium hospitality areas, and interactive fan experiences. The brand created spaces where spectators could enjoy refreshing ULTRAs while connecting with the energy of championship golf, further reinforced by strategic signage and media integration across the tournament footprint.
Result
The PGA Championship activation delivered strong visibility and engagement with golf fans, driving high trial through sampling and creating a clear association between Michelob ULTRA and the pinnacle of the sport. The brand’s presence amplified its identity as both a lifestyle leader and an authentic partner in golf, strengthening consumer loyalty and cultural relevance.
Michelob ULTRA is the leading light beer that champions balance, active living, and enjoyment. With only 95 calories and 2.6 carbs, it’s brewed for those who prioritize wellness without sacrificing social connection. As a brand, Michelob ULTRA shows up in sports, culture, and lifestyle moments, celebrating that “it’s only worth it if you enjoy it.
Michelob Ultra | www.michelobultra.com