Thursday, January 20, 2005

Michelob Ultra Wants Consumers to Step up to the 10k A Day Challenge

ST. LOUIS, Jan. 13 /PRNewswire/ -- Ever wonder how many steps you take in a day? Do you know what's recommended? The answer is 10,000 steps a day and Michelob ULTRA has set out to help adults reach this goal by offering the 10K A Day challenge. For 100 days, Michelob ULTRA's 10K A Day offers pedometers which count your steps, interactive online tracking, and weekly prizes such as treadmills through to help participants reach the goal of 10,000 steps a day.

"Michelob ULTRA is a brand designed for the active lifestyle beer drinker and we believe challenging adults to take 10,000 steps a day, and providing them with the tools necessary to track their success, is a great way to help them make their New Year's Resolution goal last into spring," said Mike Sundet, brand manager, Michelob ULTRA. "The 10K A Day program is a fun, interactive way to connect with adult beer drinkers who live an active lifestyle."

By going to, adults 21 years of age and older can register to participate in the 10K A Day challenge. Through this site adults 21 and older can order pedometers, input their daily step totals, and sort and track their progress. The site will automatically provide a daily average of steps taken. To encourage success, participants will receive inspirational, fun e-mails and will have the chance to enter a 10K A Day sweepstakes that offers weekly prize giveaways.

Michelob ULTRA is a smooth, refreshing lager with 95 calories, 4.2 percent alcohol by volume and 2.6 grams of carbohydrates per 12-oz. serving. Michelob ULTRA is brewed using the finest pale two-row and Munich six-row barley, select grains, all-imported hops and a pure cultured yeast strain. The special choice of grains, combined with the extended mash process, produces a smooth, refreshing beer with fewer carbohydrates.