During the PGA Championship last week, Michelob Ultra showed off a caddie bag with a built-in refillable beer keg, complete with a tap handle at the top. Other features include a storage compartment for pint glasses, a rechargeable Bluetooth speaker, a tablet for streaming media and decorative LED lighting. In essence, the caddie bag is a portable party for putters.
Discussing the keg caddie in a statement, Michelob Ultra vice president Azania Andrews said, “We are always looking for new ways to innovate and help our consumers live fit and fun, and the Ultra Caddie delivers both. Michelob Ultra has been the official beer of golf for more than a decade, and we’re excited to unveil the Ultra Caddie at the PGA Championship in St. Louis.”
Michelob Ultra’s parent company Anheuser-Busch has engaged with sports fans recently with a series of unconventional activations. In August, the company introduced the Bud Light “Victory Fridge” to Cleveland’s FirstEnergy Stadium along with various bars across the city. Fully stocked with bottles of Bud Light, these smart fridges will open simultaneously if the Cleveland Browns break their losing streak and win their first victory during the 2018 NFL season.
Andy Goeler, Bud Light’s vice president of marketing, said in a statement, “The Bud Light Browns ‘Victory Fridge’ is a fun way to celebrate and reward a fan base that has never wavered in enthusiasm or dedication for their team no matter what happens. …we’re always looking to bring NFL fans and friends together for memorable experiences.”
The Browns lost all of their games last year, and most of their games the year before. The team also hasn’t won a championship since 1964, so perhaps this bit of encouragement will help them pull out of their slump.
It is worth noting that offering free beer to the entire state of California in June was not enough to help Mexico break its World Cup curse. But, the Philadelphia Eagles did win the Super Bowl last year when its city was offered free bottles of beer, so it’s anyone’s guess as to whether the Browns will succeed in a similar way.