How Michelob Ultra beat Bud Light to become America's top draft beer

Move over, Bud Light—there’s a new champ at the tap.

Michelob Ultra

has officially taken the crown as the

best-selling draft beer

in America, according to Draftline Technologies. For brewing juggernaut Anheuser-Busch, the news comes as a mixed pint: while both brands are under its umbrella, the shift signals a significant change in

beer consumer behavior

.

The Numbers Don’t Lie

Draftline Technologies, which tracks over a million tap handles across the US, reports that Michelob Ultra edged past

Bud Light

on November 1, 2024, and hasn’t looked back. What’s more impressive is the pace of this coup. Since the infamous Dylan Mulvaney controversy in April 2023, Bud Light’s draft market share has experienced turbulence, while Michelob Ultra has been steadily ascending, proving that slow and steady can win the race.
How big is the swing? Michelob Ultra now claims 18.7% of national draft sales, compared to Bud Light’s 18.2%. The two brands are nearly neck-and-neck, but the trajectory of Michelob Ultra’s growth suggests it might be pouring itself an even bigger lead in the months ahead.

The Celebrity Factor: Star Power in a Pint

One clear driver behind Michelob Ultra’s rise is its high-profile endorsement strategy. In 2023 alone, its ads featured an A-list dream team including Serena Williams, Peyton Manning, Lionel Messi, and Jimmy Butler. Even the Super Bowl, the holy grail of beer commercials, seemed like a Michelob Ultra highlight reel. Compare that to Bud Light, which struggled to recover its footing after boycotts and faced lukewarm reception for its recent marketing efforts.

Michelob Ultra’s strategy isn’t just about star power; it’s about aligning with a specific image. With slogans like “It’s Only Worth It If You Enjoy It,” the brand has marketed itself as a low-calorie, active-lifestyle beer. This appeals to a new wave of beer drinkers who prefer jogging trails and yoga mats to lazy tailgates.

What About Bud Light?

Bud Light isn’t out for the count—it remains a massive player. According to Anheuser-Busch, Bud Light still has a 30% lead over its next non-Anheuser-Busch competitor, but the brand’s golden days as the unchallenged leader may be in the rearview mirror. Sales have ticked upward since mid-2024, with a slight rebound following the boycotts, but the resurgence hasn’t been enough to fend off Michelob Ultra’s charge.
Tap Trends: What Does This Mean for Beer Culture?
The rise of Michelob Ultra underscores broader trends in beer consumption. More Americans are gravitating toward lighter, “healthier” beers. In fact, the light beer segment now makes up 44% of

draft beer sales

nationwide, with Michelob Ultra leading the charge as the lowest-calorie mainstream beer on the market.
It’s also worth noting that Millennials and Gen Z drinkers have been particularly drawn to Michelob Ultra’s vibe of “aspirational drinking.” Whether it’s a post-gym brew or an Instagram-worthy round of golf, Michelob Ultra has positioned itself as the beer for the lifestyle-conscious.

The Bigger Picture

For Anheuser-Busch, the “battle” between its two top brands is a champagne problem. The brewing giant can still boast about owning both the number-one and number-two draft beers in the US. In fact, combined, Michelob Ultra and Bud Light account for 36.9% of all draft sales in the country—dominating the taps like no other brewing company.
But the shift still marks a cultural moment. Bud Light, long synonymous with American beer culture, is no longer king of the keg. Michelob Ultra’s rise signals a new era where calories count, Instagram clout matters, and celebrity endorsements can make or break a beer’s public image. So, next time you’re at the bar, take a moment to check the taps. If there’s a Michelob Ultra handle, chances are it’s winning the popularity contest—one crisp, low-calorie pour at a time. Cheers to the new draft king.