“If we make a beer and it sits on a shelf and nobody buys it, it doesn’t do anybody any good,” he said. The new beer is made with organic grains, offering drinkers a refreshing taste at only 85 calories and 2.5 carbs. But, the female voice continued, we could change that simply by buying Michelob Ultra Pure Gold, the first national, certified-organic beer brand. OUR BEERS ... USDA Certified Organic Beer. Each beer has its own signature proportion of malt, the treated grain (most often barley) used in the brewing process. In February 2018, A-B launched Michelob Ultra Pure Gold, an organic version of the light lager billed as the first USDA-certified organic beer from a national brewer. So, the brand has signed a “Contract for Change:” a commitment to make a better future together by helping farmers transition to organic. With Michelob Ultra pure gold 12 ounces drink, one gets the … Find and buy Michelob ULTRA online using local delivery and grocery services. Containing only 95 calories and 2.6 carbs, Michelob ULTRA is a light lager … Michelob, a brand owned by the massive multinational company AB InBev, is also working with the California Certified Organic Farmers (CCOF) Foundation to give an additional $500,000 to other growers—not just barley farmers—who want to go organic, in the form of $5,000 grants. There was the pop and hiss of a twist-off bottle top, and suddenly we were in the club, only the club was a subway station and a woman carried a six-pack with her onto the train. The commercial opened on a lone, bearded farmer standing in a dark field. SHOP NOW. Learn more and start shopping today! We may also impose limits on certain features and services or restrict your access to parts or all of the Services without notice or liability. We may earn a commission through links on our site. Since Michelob is capping proceeds at $1 million, and only a few thousand acres will be impacted, farmers may benefit more from the company’s high-profile ad campaign. Low in calories? Michelob Ultra Pure Gold — the first national beer brand to be U.S. Department of Agriculture-certified organic — is on a mission to help U.S. farmers who have an interest in converting … has virtually zero impact on the bare-bones nutritional value, list of foods we recommend you always buy organic, habitual binge drinking can have very serious long-term consequences. According to the fine print, Michelob’s contributions are capped at $1 million. ©2020 The Counter. Use of this Site constitutes acceptance of our User Agreement and Privacy Policy. That said, the regional climate is changing, and warmer, wetter conditions are predicted in the near future, which could make Idaho barley more susceptible to the disease. It depends — buying organic foods definitely can reduce your exposure to sketchy pesticides, some foods more than others (here’s a list of foods we recommend you always buy organic). All things considered, Michelob’s ad campaign could be more valuable in the culture wars than in actually changing … what was it the commercial’s narrator said? Right now, Idaho is largely free of Fusarium head blight. So is it worth it to go organic with your beer? (Paying slightly more for transitional products is increasingly common these days.). “At least in North Dakota … [barley] is prone to a disease called scab or Fusarium head blight. Outside of that, buying and living an organic lifestyle is a pretty personal decision. Labendz wants people to make the connection between the beer, the malt, the barley, and the land, and said the Michelob commercial might make that easier. Science says habitual binge drinking can have very serious long-term consequences, like accelerating the clogging of arteries. Follow this beer to get notified when it's available nearby, try searching in a different area, or discover some similar beer. That’s 100 grants, which doesn’t seem so shabby. Distinguished by its wonderful golden color, classic hop aroma and slightly sweet taste. A promotional image highlights the potential impact of Michelob ULTRA Pure Gold in farm country. … … But perhaps that oversimplifies the reality of supply chains. OUR BEERS Michelob Ultra just debuted a new organic beer with even fewer calories and carbs than its original counterpart — but don't think an organic label gives you free reign to pound it like water. The Northeast Grainshed created a tool for use by brewers in calculating the square feet of barley required to produce a pint, so they can pass that information on to their customers. Men's Health participates in various affiliate marketing programs, which means we may get paid commissions on editorially chosen products purchased through our links to retailer sites. (Michelob’s spokesperson declined to comment on its media spend.) This Guy Did a Year-Long Pushup Challenge, Dr. Sanjay Gupta's Best Tips for Brain Health, How Taking Up Running Kept Me Sane in 2020, Tanner Buchanan Talks 'Cobra Kai' Season 3, This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. That explains why Idaho is one of the top states in organic barley production, and why Michelob is building up its organic supply chain there. Wait, There's Corn Syrup in Beer? The commercial opened on a lone, bearded farmer standing in a dark field. Donate. You may use the Services for your noncommercial personal use and for no other purpose. Something else to note is that it takes three years to transition to organic. “With each 6-pack sold, we’re helping transition the amount of land needed to produce the barley used to brew it.”, The brewer said the funds will be distributed as “transitional barley premiums,” meaning Michelob will commit to buying grain from farmers in the process of transitioning to organic at a higher price point than conventional barley, even before the grain is certified organic. Michelob Spent $10 Million on a Super Bowl Ad To Tell Us They’ll Donate $1 Million To Farmers If We Spend $450 Million Buying Their Beer. Michelob Ultra’s organic beer is making its Super Bowl debut with a commercial that features ASMR and Zoe Kravitz. Barry Labendz, owner of a farm brewery in Connecticut called Kent Falls Brewing Co., said the campaign is similar to a concept the Northeast Grainshed created to generate enthusiasm for beers and breads made with locally grown grain (although its focus is on “local,” not “certified organic”). We reserve any rights not explicitly granted in these Terms. While the ad reignited a mostly one-sided Twitter debate about the value of organic, others were grateful for the attention. According to USDA, there were 51,254 acres of organic barley harvested nationwide in 2016. The color, the flavor, the foam, all comes from the malt, said Paul Schwarz, a professor of plant science at the Institute of Barley and Malt Sciences at North Dakota State University. You are granted a personal, revocable, limited, non-exclusive, non-transferable license to access and use the Services and the Content conditioned on your continued acceptance of, and compliance with, the Terms. Become a sustaining member today—for as little as $1 a month. “I was just glad that this idea was incepted to millions and millions of people and it’s easier to now communicate our idea,” he said. It clocks in at just 85 calories and 2.5 grams of carbohydrates per bottle — 10 fewer calories than the original Michelob Ultra. Right: “If every football fan picks up a six-pack, we could change America’s organic farmland forever.” What does that even mean? Brewing an ultra-light organic beer, one that’s even lower in calories than the non-organic Michelob Ultra, allows AB InBev to produce a large number of certified organic six-packs using a comparatively low amount of organic grain. Michelob’s solution is a beer made from organic grains. If 2 cents is the per-year cost of that transition, that acreage should really be divided by three—so the funds raised by Michelob’s Contract for Change will convert less than 2,300 acres of barley to organic across three years. Notes: Made with organic grains from the country's finest fields, Michelob ULTRA Pure Gold is a light lager with a superior, golden taste. Try spicy pineapple, peach pear, & cucumber lime today! Azania Andrews, vice president of Michelob Ultra, admitted that young, health-conscious professionals are their target. “Anheuser-Busch is only looking out for Anheuser-Busch.”. But consider that figure in the context of the almost 900 million acres of farmland in the United States. Learn nutrition info, ABV, and more. Here's what to know about Michelob Ultra's new organic, low-calorie, low-carb brew. This new Michelob ULTRA beverage looks to disrupt the market with its flavors and superior stats. Whether Michelob is responding to or driving consumer demand for organic products—or both—the Super Bowl commercial put organic agriculture at the center of the conversation. Organic? You may be able to find more information about this and similar content at piano.io, This Hack Makes Frozen Waffles Taste Homemade, 14 Whey Protein Powders to Add More Muscle, Here's How Bruce Springsteen Stays in Shape at 71, This Guy Lost Half His Weight Eating Curry, How to Remember What Makes Beer Styles Different, Health Differences Between Tap and Bottled Water, This Guy Tried Eating Tom Hardy's 'Bane' Diet Plan, Why Diet Soda May Backfire for Weight Loss. Previously, she was the managing editor of the civic technology news site Civicist and interned at The Nation magazine. Michelob Ultra's Pure Gold is made with organic grains grown on farms in Cartersville, Georgia. “There’s such a spectrum,” she said. But evidence suggests that AB InBev spent much more on marketing than it will raise for farmers. 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