Michelob Ultra just hit a huge milestone. It’s now the top-selling beer in America, edging out Modelo Especial.
Executives say its rise came from going all-in on major sports partnerships. From the NBA to the PGA Tour, to being the official beer of the 2026 World Cup and LA 2028 Olympics, the brand has gone global.
“This approach has turned Michelob ULTRA into an absolute rocket ship, and we’ve got tremendous opportunity ahead of us,” said Anheuser-Busch CCO Kyle Norrington.
Circana data shows Michelob Ultra now leads retail sales for the past 52 weeks. NielsenIQ numbers confirm it’s also the top seller in bars and restaurants.
Scott Scanlon of Circana called the brand “the growth leader in the industry,” adding that it shows no signs of slowing down.
The win ends Modelo’s run at the top. Modelo took No. 1 in 2023 after Bud Light’s Dylan Mulvaney controversy sank sales. That backlash opened the door for a reshuffling in the beer world.
But Michelob Ultra’s success wasn’t overnight. Since 2002, it has built its identity around active, social drinkers. Sports sponsorships sealed the image and widened its reach.
Anheuser-Busch named the brand a top priority in 2019. By then, Michelob Ultra was already dominating draft beer sales nationwide.
Draftline Technologies confirmed it led U.S. draft taps by late 2024. Founder Jennifer Hauke said the climb was expected. “The beer brand was on a path to become the No. 1 brand on draft (by total taps) for a number of years.”