In the summer of 2007, Anheuser-Busch, the world’s largest brewer, introduced Michelob ULTRA Fruit Infused beers in an attempt to offer a refreshing, light option for warm weather drinkers. The initial lineup, which included Pomegranate Raspberry, Lime Cactus, and Tuscan Orange Grapefruit, was designed to cater to those who enjoyed outdoor activities like barbecues and poolside gatherings. These limited-edition flavors were meant to be available only until Labor Day of that year, and none of them achieved lasting success.
However, none of these offerings are as memorable—or infamous—as one particular follow-up from three years later: Michelob ULTRA Dragon Fruit Peach. With its combination of dragon fruit and peach flavors, the beer seemed promising on paper. The beer’s low 4% alcohol by volume suggested it could be a refreshing, sessionable option for casual drinkers. But those who took the plunge were disappointed by a flavorless and watery brew that failed to live up to expectations.
Michelob ULTRA Dragon Fruit Peach quickly earned a reputation as one of the brand’s biggest missteps. On beer review platforms, the beer received dismal ratings. Untappd users averaged just 2.53 out of 5 stars, with some commenters going so far as to call anyone who enjoyed the beer “insane.” Beer Advocate reviews were equally critical, with the beer receiving an average score of 61 out of 100, which is considered “Poor.” One reviewer described the beer as having “a bad smell, bad taste, [and] was unenjoyable,” while a YouTube reviewer lamented that it was “completely flat” and seemed to have spent all its budget on its smell.
Despite its disappointing reception, Michelob ULTRA’s fruit-infused beers have continued to evolve. Today, the brand’s offerings include Lime, Prickly Pear, and Pomegranate & Agave in the Michelob ULTRA Infusions line. These flavors are marketed alongside ULTRA Organic Seltzers, which cater to fans of light, refreshing beverages. While these current options have not reached the level of notoriety of Dragon Fruit Peach, their success may indicate that the brand has learned from its past mistakes.
You Might Be Interested In:
