The Challenge
Michelob Ultra had strong brand momentum nationally but was underperforming in key Texas retail accounts. Revenue growth was inconsistent, market share gains were stalling, and brand activation programs were fragmented across retail banners rather than scaled strategically.
The Approach
- 1
Implemented joint business planning with top retail partners to align on growth targets and promotional calendars
- 2
Built fact-based selling decks leveraging IRI and Nielsen data to demonstrate category opportunity
- 3
Scaled successful activation programs from single banners to multi-retailer execution
- 4
Established regular business reviews with key accounts to track progress and adjust tactics
The Results
+27%
Revenue Growth
+2pp
Market Share
300%
Activation Scale
Expanded
Account Penetration
Reflection
"Data opens the door, but relationships close the deal. The retailers who invested most in Michelob Ultra did so because we showed up consistently — with insights, with plans, and with follow-through."