Anheuser-Busch Chief Commercial Officer Kyle Norrington described Michelob Ultra's growth as a "rocket ship," highlighting its appeal to active and social lifestyles. Michelob Ultra's success also comes amid the backdrop of the 2023 backlash against Bud Light, another Anheuser-Busch brand, following a controversial marketing campaign. This allowed Modelo Especial to claim the top spot temporarily. However, Michelob Ultra's consistent growth in both retail and on-premise channels helped it dethrone Modelo. The beer's low-carb profile and marketing strategy have resonated with consumers, contributing to its rise. As of 2024, Michelob Ultra accounted for approximately 7.3% of all beer sales in U.S. stores, according to The Beer Connoisseur. This shift in the beer market reflects changing consumer preferences and highlights the impact of effective marketing and brand positioning.