"michelob ultra" news and stories

Earlier this week, Advertising Age ran a story entitled "What Your Taste in Beer Says About You."

Citing researched compiled by Mindset Media -- a "market researcher specializing in psychographics" -- the article discusses how the beer a person drinks can be a strong indicator of his or her personality. For instance, Bud drinkers are "sensible, grounded and practical," Bud Light drinkers can have "frat boy-like personalities," and Michelob Ultra drinkers "think highly of themselves and can be a little bit conceited."

The concept is interesting, but why spend all that money on "research"? Most people could come up with those same assumptions on their own. In fact, the list can be extrapolated even further... massive research grant hopefully forthcoming.

• Pabst Blue Ribbon drinkers consider playing bass in a punk band "gainful employment" and have handlebar mustaches.
• Miller Lite drinkers consider the consumption of 20 beers "moderate drinking" and include beer bongs on their list of "proper glassware."
• Sam Adams drinkers love wearing the same Red Sox hat for their entire adult life and believe there's nothing wrong with hitting on someone else's girlfriend.
• Guinness drinkers think the best football team is Manchester United and consider a fist fight a "night out on the town."
• Busch drinkers think the best bar in America is their porch and consider a proper food and beer pairing to be "a pounder and a bag of Hardee's."

And snobby craft beers drinkers tend to be people like beer writers who think they have a right to make fun of others!

What other beers bring to mind distinct personality types? And what does your favorite beer say about you? Let us know in the comments!

Photo: Michael Voorhees.

Cycling's ultimate athlete has become an Ultra beer man.

Michelob Ultra announced Tuesday that seven-time Tour de France winner and cancer survivor Lance Armstrong has signed a three-year contract to be the beverage's new spokesman.

Michelob Ultra, which is brewed by Anheuser-Busch, brands itself as the active and health-minded person's beer -- encouraging drinkers to "Get up. Get out. Get Going" and to "live life to the Ultra" and sponsors more than 40 cycling and running events in the U.S. each year. Michelob Ultra is the official beer of the PGA and LPGA.

Between now and Labor Day, Anheuser-Busch will be selling Michelob ULTRA Fruit Infused Beers - a line-up of three new flavors available in a 12-bottle variety pack, or a single flavor 6-pack. The flavors include Pomegranate Raspberry, Lime Cactus and Tuscan Orange Grapefruit.

From their website, they recommend certain food pairings for each flavor. They state:

Pomegranate Raspberry: Serve with marinated pork and fresh vegetables. The subtle hint of berry in the beer plays off the tenderness of the meat and the light carbonation brings out the flavors in most grilled vegetables.

Tuscan Orange Grapefruit: Serve with lighter foods such as salads and grilled chicken. The tanginess of grapefruit and clean citrus taste enhances the overall flavor of these dishes.

Lime Cactus: Serve with ethnic fare such as spicy chorizo-based dish or carne asada tacos because the beer balances the dishes' heat and brings out the subtle smokiness. It also pairs well with seafood.

Though it sounds good in theory, I will reserve judgment until I'm able to sample them myself. Don't be too quick to judge until you've tried them though - remember what happened with Miller Chill not too long ago?

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