Michelob Ultra has surpassed Modelo Especial to become America’s top-selling beer, according to recent sales data. This marks a significant milestone for Anheuser-Busch, the parent company of Michelob Ultra, which has capitalized on major sports partnerships to boost its brand visibility.

Fox Business reported that the beer’s rise to the top is attributed to strategic sponsorships, including being the NBA’s first-ever global beer sponsor and the official beer sponsor for the FIFA World Cup. 

Michelob Ultra’s success also comes amid the backdrop of the 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.