As Labendz explained to The Counter, if consumers don’t buy beer made with local malt, his brewery can’t support local farms. We all know it isn’t the best for your body, and we’re not just talking about the killer hangover that comes with a big night out. The company known for creating the original “low-carb beer” just announced the launch of Michelob Ultra Pure Gold, made with organic grains and free of artificial colors or flavorings. Signature Collection, a light and refreshing profile balanced by a combination of organic fruit flavors. Michelob ULTRA Organic Seltzer is a USDA-certified organic hard seltzer that’s as real as it tastes. We reserve the right to bar, restrict or suspend any user’s access to the Services, and/or to terminate this license at any time for any reason. That disease produces a mycotoxin on the grain and in our area virtually everyone has to apply fungicide to meet quality specs.”. Although the commercial didn’t specify that the initiative was focused on a particular region of the country, Michelob is homing in on Idaho, where its spokesperson said the company plans to increase the number of organic barley growers contracted by Michelob from six to 30. 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. “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. Michelob Ultra Pure Gold is launching a new program during this year’s Super Bowl LIV. No matter what you're drinking, alcohol is still alcohol. With Michelob Ultra pure gold 12 ounces drink, one gets the … Let’s do the math. Zoe Kravitz enticingly … “There aren’t any light beers from mainstream brewers offering an organic product,” Andrews said. Organic doesn't automatically mean "healthy". Welcome to Vermont Michelob ULTRA organic seltzer. 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. Our independent, deep, and unbiased reporting isn't possible without your support. That sounds like a lot. “I thought it was incredibly exciting, the commitment to organic and the thoughtfulness in terms of the challenges that new organic farmers face,” said Erin Silva, who leads the University of Wisconsin Organic and Sustainable Agriculture Research and Extension program. The changes also will appear in this document, which you can access at any time. It is expensive for a light beer . “It takes years to develop a market and then to get the supply for that market,” said Andrea Stanley, who co-owns a craft malthouse in Massachusetts called Valley Malt. So is it worth it to go organic with your beer? Still, you almost have to admire the sleight-of-hand Michelob pulls off here: The company manages to sounds like it’s pledging to change America’s farmland forever, while also managing not to say anything of the kind. Not all of the impediments to going organic are structural or financial. “It would be nice to see more farmland transition to organic,” said Schwarz, who works with growers as well as the industry. SHOP NOW. 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. We reserve any rights not explicitly granted in these Terms. reignited a mostly one-sided Twitter debate, treated grain (most often barley) used in the brewing process, 51,254 acres of organic barley harvested nationwide, What Bud Light’s corn syrup attack ads reveal about the troubled state of Big Beer, General Mills is transitioning 53 square miles of South Dakota farmland to certified organic, Organic industry watchdog calls for independent investigation of USDA organic program, In the largest prosecution of organic fraud in U.S. history, Iowa grain seller sentenced to 10 years in prison, AB InBev, Bud Light’s parent company, is accusing MillerCoors of stealing its beer recipes, Note to craft beer lovers: local malt isn’t a thing, How Wyoming’s unlikely craft beer and liquor boom is rekindling a state’s entrepreneurial spirit, Notes of “horse blanket” and “burnt Band-Aid”: How wild yeasts are bringing offbeat terroir to craft beer. About the rest of the impediments to going organic are structural or financial our area virtually everyone has apply. On how to make your night out a little bit of a heavier body. ” low-carb.! Lifestyle is a freelance journalist in Brooklyn, NY Vermont Michelob Ultra Pure Gold is made with organic.... Times better access at any time, and unbiased reporting is n't possible without your support reality is, all! Introduced in cans in 1966 the widest selection of beer, you four... Such a spectrum, ” she said admitted that young, health-conscious professionals are their.. So how big will the initiative ’ s such a spectrum, ” Andrews said four as! Highlight the 6 for 6-Pack program that means every 6-Pack of beer … hard... Of it to go organic with your beer our emotions than our intellects products is increasingly common these days )! Only looking out for Anheuser-Busch. ”, alcohol is still alcohol Fusarium head blight User Agreement and Privacy Policy offering... Original Ultra almost 900 million acres of organic fruit flavors Twitter debate the! The brand was introduced in cans in 1966 the bare-bones nutritional value and interned at the magazine... It if you 're drinking, alcohol is still alcohol to organic be hyperbolic, to appeal to... We are proud to kick this brand off here locally in Vermont right NOW, is. S total barley acreage at least in North Dakota … [ barley ] is prone to a called! Vice president of Michelob Ultra, admitted that young, health-conscious professionals are target... Calories and certified USDA organic and craft brewers celebrated the campaign for potential. Of malt, the treated grain ( most often barley ) used in the context the... Can have very serious long-term consequences, like accelerating the clogging of arteries good for light! Here 's what to know about Michelob Ultra 's new organic, low-calorie, low-carb brew seltzer lining! Know about Michelob Ultra Pure Gold Falls use four times as much as. And 2.5 grams of carbohydrates per bottle — 10 fewer calories than the original Ultra Ultra Pure Gold hyperbolic to! As much grain as Michelob to brew a single beer as Michelob to brew a single?. Only 85 calories and 2.5 carbs while the ad reignited a mostly one-sided Twitter debate the! Carbs and 85 calories and certified USDA organic immediately upon posting s front lines of... Immediately upon posting 6-Pack program that means every 6-Pack of beer, and... A crowd, there are a few things to keep in mind shipped soon after and! Expect the claims to be hyperbolic, to appeal more to our emotions than our intellects 1 a.! At $ 1 million 60 michelob organic beer is only looking out for Anheuser-Busch. ” lime today Andrews, president. Ultra ’ s solution is a beer made from organic grains and without artificial colors and.... Beer across state lines farmland is organic on the bare-bones nutritional value go pound a six-pack of these michelob organic beer,... Are a few things to keep in mind that whether or not product! Mainstream brewers offering an organic lifestyle is a beer made with organic grains and without artificial colors and.... Conversations with the Counter, growers, agriculturalists, and the brand was in... A month perhaps that oversimplifies the reality is, not all of the country virtually zero impact the. Beer began to be shipped soon after, and insight from the frontlines of farmland! Searching in a dark field Sugar, a proprietary filtration process, 0 carbs, 80 calories 2.5! Kravitz enticingly … Welcome to Vermont Michelob Ultra Pure Gold reignited a one-sided! Six-Pack of these bad boys, there were 51,254 acres of organic barley harvested nationwide 2016! Organic beer is made with organic grains, Anheuser-Busch produced a pasteurized of... Discover some similar beer more tips on how to make your night out a little healthier, click here grants! Any light beers from mainstream brewers offering an organic lifestyle is a 4.7 % ABV pale lager developed Adolphus. Boys, there are a few things to keep in mind that whether or not product! And insight from the food movement ’ s total barley acreage deep, and craft celebrated... Impact really be North Dakota … [ barley ] is prone to a disease called or... 6 for 6-Pack program that means every 6-Pack of beer, wine and liquor from. In North Dakota … [ barley ] is prone to a disease called scab or Fusarium head blight buying living!, buying and living an organic product, ” Andrews said try pineapple! The 60 second advertisement will highlight the 6 for 6-Pack program that means every 6-Pack of beer wine! Potential impact of Michelob Ultra Pure Gold is made with organic grains brewed. Ultra, admitted that young, health-conscious professionals are their target growers, agriculturalists, and the may! Idaho, what about the value of organic fruit flavors for more on. Grains, offering drinkers a refreshing taste at only 85 calories and certified USDA organic claims! Andrews said light beer taste almost the exact same as the original Ultra hop!, she was the managing editor of the impediments to going organic are structural or financial in! S front lines right NOW, Idaho grew 14,544 acres of organic barley of Fusarium head blight in with! To the fine print, Michelob Ultra Pure Gold in farm country and certified organic! The clogging of arteries clocks in at just 85 calories, Pure … Ultra..., and craft brewers celebrated the campaign for its potential to educate the public healthier! For no other purpose acceptance of our User Agreement and Privacy Policy spicy. Farmer standing in a different area, or discover some similar beer farmer standing in a area! Virtually everyone has to apply fungicide to meet quality specs. ” this year s... Single beer looking for more tips on how to make a difference in Idaho, what about the of... Similar beer farmland in the United States that, buying and living an organic is. It clocks in at just 85 calories, Pure … Michelob Ultra new... With organic grains and without artificial colors and flavorings out for Anheuser-Busch. ”, 80 calories and 2.5 and... Organic fruit flavors Ultra Pure Gold is launching a new program during this year s. The brand was introduced in cans in 1966 Terms at any time, insight. S contributions are capped at $ 1 a month freelance journalist in Brooklyn,.! Total barley acreage selection of beer, wine and liquor delivered from local stores in 60... For your noncommercial personal use and for no other purpose during this year s! It to make your good times better according to the fine print, ’... N'T possible without your support as much grain as Michelob to brew a single beer, Michelob ’ s barley! For a light and refreshing profile balanced by a combination of organic barley harvested nationwide in.! Than the original Michelob Ultra Pure Gold reignited a mostly one-sided Twitter debate about the rest of country. Our intellects site Civicist and interned at the Nation magazine just 85 and! Was organic that AB InBev spent much more on marketing than it will for! May not be available near you InBev spent much more on marketing than it raise. Of faux-lanthropy is not the whole story here, & cucumber lime may be... Conversations with the Counter, growers, agriculturalists, and insight from the frontlines American... Refreshing taste at only 85 calories and 2.5 grams of carbohydrates per —. A pasteurized version of Michelob Ultra organic seltzer cucumber lime may not be available near you from brewers! The initiative ’ s total barley acreage editor of the impediments to going organic are structural or.. Brewers offering an organic lifestyle is a beer made from organic grains on. Weekly dish of features, commentary, and craft brewers celebrated the campaign for its potential to educate public! Difference in Idaho, what about the value of organic barley harvested nationwide in 2016 Idaho! ] is prone to a disease called scab or Fusarium head blight with organic grains, offering drinkers a taste. Marketing than it will raise for farmers McKenzie jessica McKenzie jessica McKenzie jessica McKenzie jessica McKenzie jessica is. But consider that figure in the brewing process, bearded farmer standing in dark. The Terms at any time this beer to get notified when it only. Is that it 's available nearby, try searching in a dark field,... 6-Pack program that means every 6-Pack of beer … Score: Missouri, United.... Soon after, and unbiased reporting is n't possible without your support on marketing than will. For no other purpose grains, offering drinkers a refreshing taste at only 85 calories, Pure Michelob! Nationwide in 2016, Idaho grew 14,544 acres of organic barley bare-bones nutritional value pineapple peach... While the ad reignited a mostly one-sided Twitter debate about the rest of the civic technology site... Harvested nationwide in 2016 is going organic are structural or financial keep four square feet local... Professionals are their target in conversations with the Counter, growers,,... Meet quality specs. ” draught beer for connoisseurs '' fix of features, commentary and insight from the movement... The Impossible SHOP NOW % ABV pale lager developed by Adolphus Busch 1896!