Michelob ULTRA Joins Forces With Legendary Cyclist Lance Armstrong

Tue Oct 6, 2009 5:54pm EDT

* Reuters is not responsible for the content in this press release.

ST. LOUIS, Oct. 6 /PRNewswire/ -- Michelob ULTRA announced today that
seven-time Tour de France winner and cycling icon Lance Armstrong has signed a
three-year agreement to become the brand's new spokesperson and ambassador.

(Photo:  http://www.newscom.com/cgi-bin/prnh/20091006/AQ88326)

"Lance Armstrong is an ideal ambassador for this brand and we are honored to
have him represent Michelob ULTRA," said Keith Levy, vice president of
marketing at Anheuser-Busch.  "Having dominated a sport that requires such a
physical commitment, Lance is the perfect athlete to connect with adult beer
drinkers who lead active lifestyles."

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 also use Armstrong's likeness on print, outdoor
advertising, digital marketing programs, product packaging and point-of-sale.

"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," said Lance Armstrong.  "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."

Michelob ULTRA has been a strong supporter of the sport of cycling since 2004.
 As part of its Race to the ULTRA series, the brand sponsors more than 40
major running and cycling events annually across the country.

Since its launch in 2002, Michelob ULTRA has continued to grow in popularity
and is enjoyed by adult consumers living an active lifestyle and those looking
for a great-tasting beer with lower carbohydrates and fewer calories. 
Michelob ULTRA has only 95 calories and 2.6g carbohydrates, 0.6g protein and
0.0g fat, per 12-ounce bottle. 

About Anheuser-Busch
Based in St. Louis, AnheuserBusch is the leading American brewer, holding a
49.2 percent share of U.S. beer sales.  The company brews the world's
largest-selling beers, Budweiser and Bud Light.  AnheuserBusch also owns a 50
percent share in Grupo Modelo, Mexico's leading brewer.  Anheuser-Busch ranked
No. 1 among beverage companies in FORTUNE Magazine's Most Admired Global
Companies list in 2009.  AnheuserBusch is one of the largest theme park
operators in the United States, is a major manufacturer of aluminum cans and
one of the world's largest recyclers of aluminum cans.  The company is a
wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer,
and continues to operate under the Anheuser-Busch name and logo.  For more
information, visit www.anheuser-busch.com.

SOURCE  Anheuser-Busch

Emily Ross of Anheuser-Busch, +1-314-577-9667, emily.ross@anheuser-busch.com
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