AB InBev to launch Michelob Ultra beer in UK. Credit: Patrick Fore on Unsplash.

Global brewer Anheuser Busch InBev (AB InBev) is set to launch low-strength beer Michelob Ultra in the UK market.

The product was released in response to growing demand for low-calorie, low-alcoholic beverages and is the newest addition to the company’s 3.5% alcohol-by-volume (ABV) category in the country.

Michelob Ultra senior brand manager Matt Leadbeater was quoted by foodbev.com as saying: “Drinking beer can sometimes seem at odds with living an active life, but it doesn’t have to be.

“The launch of Michelob Ultra signals an exciting new option for retailers looking to cater to increasing consumer demand for products that complement a balanced lifestyle.

“Drinking beer can sometimes seem at odds with living an active life, but it doesn’t have to be.”

Michelob Ultra has already experienced growth in the US and other markets globally. The low-alcohol beverage category represents 34% growth in comparison with the 2016-2017 period.

The company plans to release Michelob Ultra in a single 355ml can format initially, and later expand to six and 12-pack formats.

In March this year, the company launched Michelob Ultra in 7oz bottles. It is said to be the brand’s latest innovation to provide more choices to consumers.

In the US, the beer is available in select markets including Texas, Florida, Arizona, South Carolina, North Carolina, Tennessee, Virginia, Georgia and California.