Michelob Ultra
PGA Tour | 2025
Work completed while serving as Senior Account Director at 160over90
Client Objective
Strengthen Michelob ULTRA’s positioning as the leading light beer for active, social lifestyles by creating premium brand touchpoints at marquee PGA TOUR events The Players, FedEx St. Jude, and the Tour Championship — driving awareness, trial, and cultural relevance among golf fans.
Approach
Michelob ULTRA activated across three iconic tournaments with immersive brand footprints, custom hospitality lounges, and on-course experiences designed to engage fans both casually and passionately connected to golf. Branded bars, sampling opportunities, interactive elements, and athlete/talent integration brought ULTRA’s “It’s Only Worth It If You Enjoy It” ethos to life, while exclusive cardmember and VIP perks elevated the sense of access and community.
Result
The partnership delivered significant visibility and engagement across the PGA TOUR season, reaching millions of fans on-site and through media amplification. High sampling numbers, strong footprint traffic, and social buzz reinforced Michelob ULTRA’s association with golf’s biggest stages cementing the brand as the beer of choice for celebrating both sport and lifestyle.
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
Photos by Tim Gillies