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Wednesday, October 07, 2009

Lance Armstrong inks deal with Michelob Ultra

A few years ago, when I found out Lance Armstrong was a fan of Shiner Bock, I decided to check it out. I figured that if Shiner was good enough for Lance, it was good enough for me!

I was not disappointed. It still remains one of my favorite beers.

Yesterday, I found out Lance has agreed to a three-year deal with St. Louis-based Anheuser-Busch InBev to be the spokesman for Michelob Ultra.

As part of the agreement, Armstrong will appear in a new Michelob Ultra television commercial titled "Little Bumps," and he will make a cameo appearance in a second ad titled "Escalator," both which are scheduled to air in 2010. Michelob Ultra will use Armstrong's likeness on print, outdoor advertising, digital marketing programs, product packaging and point-of-sale advertising.

"I'm always making decisions that complement my active lifestyle, and this includes my beer choice when I want to enjoy a cold one with friends or when taking a break from training," Armstrong said in a press release. "I'm excited about my association with Michelob Ultra, a brand that supports cycling and running communities across the U.S. and is a favorite among active adults."

Over on his Twitter page, Armstrong briefly described his trip to St. Louis to speak before 5,000 Anheuser-Busch InBev distributors. He even posted photos of the Gateway Arch.

Michelob Ultra is a sponsor of cycling events such as the Tour of Missouri, the Hotter N Hell 100 and El Tour de Tucson, so it's natural that Anheuser-Busch InBev would want cycling's most popular figure as a spokesman.

Michelob Ultra has only 95 calories and 2.6g carbohydrates, 0.6g protein and 0.0g fat, per 12-ounce bottle. And that's what's wrong with it, in my humble view. I tried it -- once -- and found it lacking in flavor. If I wanted to drink something with that little flavor, I'd just assume drink a glass of water.

I do enjoy other Anheuser-Busch InBev products and I'm appreciative of the support the brewery has given to cycling. But I'm afraid, Lance, I won't be joining you in becoming a Michelob Ultra drinker.

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Roger 1 comments links to this post 12:54 AM

I have never had any interest in trying Michelob Ultra, since I expect to dislike it for the reasons you did.

I now heavily favor Fat Tire. No one comes close to supporting cycling like New Belgian Brewing.
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