Anheuser-Busch debuted Michelob Ultra in 2002 under the impression the active and physically fit enjoy getting drunk like the rest of us. Since then, the marketing minds behind the pale lager with 97 calories and 2.6 grams of carbs have done their damndest to promote the beverage as the beer of choice of golfers, cyclists, unbelievably attractive Ultimate Frisbee players, and Lance Armstrong.
It’s not good for two reasons:
Armstrong should stick to starring in the sporty Michelob Ultra commercials and Livestrong would do well to find better ways of financially supporting its mission of healthy living.
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