The beer brand Michelob ULTRA announced on the 3rd that it has signed a brand ambassador contract with golfer Ko Jin-young for the second consecutive year.
Michelob ULTRA features 89 kcal per 330ml serving and has an alcohol content of 4.2%, known for its light body and refreshing flavor. It is offered in aluminum bottles equipped with a screw cap for easy opening and closing, making it convenient to drink and store during outdoor activities such as golf rounds.
Professional golfer Ko Jin-young competed in major tournaments last year wearing the Michelob ULTRA logo during the LPGA Tour season, showcasing her talent on the global stage. Michelob ULTRA noted that this extension of the contract was based on how Ko Jin-young has strengthened the brand identity.
Professional golfer Ko Jin-young is a world-class player with a total of 15 wins in the last 7 years on the United States Ladies Professional Golf (LPGA) Tour, holding the record for the longest duration (163 weeks) as world No. 1. She has also competed on the international stage, participating in both the 2020 Tokyo Olympics and the upcoming 2024 Paris Olympics. Michelob ULTRA judged that Ko Jin-young's exceptional capabilities and positive image align with the values that the brand aims for, thereby selecting her as the first global brand ambassador in the country.
Michelob ULTRA plans to further solidify its premium brand identity this year by communicating with more golf fans across both online and offline channels, beyond its existing golf course channels, and by providing lifestyle value beyond merely products.
A representative from the Michelob ULTRA brand said, "We have continued to partner with professional golfer Ko Jin-young, who has played a very important role in building the brand's identity and expanding interactions with golf fans," and added that, "Michelob ULTRA, representing an 'active lifestyle,' will engage with consumers through various golf marketing initiatives."