{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "michelob-ultra-a84ec17d", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "Michelob ULTRA", "response_scope": "full_tree", "integrity": { "version": 2, "publication_id": "be1a2a6b09f5d84286c9ea3c2a66e01d747c895b991b3b6363e6fdd1f0cfaa53", "revision_id": "4ecd7041-a314-464c-a528-258a9844febe", "manifest_sha256": "e491525199fece310a48f621d87b520f8ad7954ff4671759b0df4cd0dc750dca", "manifest_signature": "Unt9GSwpIw5PkeJFo0DEWnz8kEe0Zq0o5njspna5RwwWEZ/8GU834YHPRH2Hl3xpxVKOnsGODvBFJDlnjHPbBw==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "integrity_scope": "publication_manifest", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.brandcontextprotocol.dev/brands/michelob-ultra-a84ec17d", "html_url": "https://registry.encodedbrands.ai/brands/michelob-ultra-a84ec17d", "files": [ { "path": "/.well-known/brand/voice.md", "content": "---\nbcp_version: \"0.8\"\nfile_type: voice\nparent: https://registry.brandcontextprotocol.dev/michelob-ultra-a84ec17d/.well-known/brand.md\nlast_updated: 2026-09-16\n---\n\n# Voice\n\nMichelob ULTRA sounds like a training partner handing you a cold beer after the final whistle — energetic, warm, and specific, never a lecture. The brand's platform belief is that \"enjoying the ride along the way is not a distraction but in fact an essential part of life.\" Every word should feel earned, not pitched.\n\n## Personality\n\n**Energetic, but not intense.** Express athletic vitality without adopting aggressive, hyper-hardcore endurance-sports or gym-culture tone. The vibe is a high-five, not a battle cry.\n\n**Premium, but not pretentious.** Maintain crisp polish that justifies a higher price point without sounding formal or elitist. Short, confident sentences. No connoisseur jargon.\n\n**Balanced, not restrictive.** Frame low calories and carbs as enabling active enjoyment, never as a diet tool or guilt-management system. Physical effort and social reward exist in harmony — not as a transaction.\n\n**Celebratory at the finish line.** Every effort — a 5K, a round of golf, a pickup basketball game — points toward the celebratory reward at the end. Lead with the payoff, not the sacrifice.\n\n## Register\n\nThe brand operates between casual peer and energetic host. It is never stiff, never slang-heavy. Copy stays light and crisp: active verbs, punchy sentence structures, clean phrasing. Dense or heavy prose is off-register. The tone shifts by audience (see Channel modulation below) but never abandons warmth or clarity.\n\n## Vocabulary\n\n```yaml\nprefer:\n - word: \"active, balanced lifestyle\"\n tier: core\n rationale: \"Exact boilerplate language from brand's official description; frames the brand's positioning.\"\n - word: \"superior light beer\"\n tier: core\n rationale: \"Official product descriptor from brand boilerplate.\"\n - word: \"drink, and sweat, responsibly\"\n tier: core\n rationale: \"Brand's signature responsibility line; ties drinking to active identity. Reproduce with the internal comma intact.\"\n - word: \"It's only worth it if you enjoy it\"\n tier: core\n rationale: \"Brand's primary campaign tagline. Reproduce verbatim when used.\"\n - word: \"earned\"\n tier: default\n - word: \"balance\"\n tier: default\n - word: \"celebrate\"\n tier: default\n - word: \"refreshing\"\n tier: default\n - word: \"shared\"\n tier: default\n - word: \"reward\"\n tier: default\n\navoid:\n - word: \"guilt-free\"\n tier: core\n rationale: \"Owner stated: diet-centric terms are forbidden. 'Guilt-free' implies guilt exists and is being managed.\"\n - word: \"diet beer\"\n tier: core\n rationale: \"Owner stated: the brand strictly avoids diet culture and restrictive language.\"\n - word: \"skinny\"\n tier: core\n rationale: \"Owner stated: diet-centric terms including 'skinny' are forbidden.\"\n - word: \"cutting carbs\"\n tier: core\n rationale: \"Owner stated: do not use diet-centric terms.\"\n - word: \"earning back calories\"\n tier: core\n rationale: \"Owner stated: never use punitive tropes that frame exercise as guilt mitigation.\"\n - word: \"burning off the weekend\"\n tier: core\n rationale: \"Owner stated: never frame beer as a cheat-day compromise.\"\n - word: \"recovery drink\"\n tier: core\n rationale: \"Owner stated: ULTRA never frames itself as a recovery drink, health product, or performance enhancer.\"\n - word: \"performance enhancer\"\n tier: core\n rationale: \"Owner stated: framing alcohol as a wellness supplement creates regulatory risks.\"\n - word: \"crush\"\n tier: default\n rationale: \"Owner stated: aggressive bro-culture tropes and sports trash-talking are off-brand.\"\n - word: \"smash\"\n tier: default\n rationale: \"Owner stated: slapstick beer cliches and aggressive rhetoric are off-brand.\"\n - word: \"watered-down\"\n tier: core\n rationale: \"Owner stated: the brand actively avoids associations of diet beers with watered-down product.\"\n```\n\n## Punctuation and formatting rules\n\n```yaml\noxford_comma: yes\nheadline_periods: no\nexclamation_points: sparingly\nem_dashes: never\nsentence_case_headlines: no\ncapitalization_notes: >\n Brand name is always 'Michelob ULTRA' — ULTRA in full caps. Product line\n extensions follow the same pattern: ULTRA Zero, ULTRA Pure Gold. Never\n lowercase 'ultra'.\n```\n\n## Channel modulation\n\n```yaml\ncontexts:\n prospects:\n tone: \"Welcoming peer; permission over persuasion. Validates the active lifestyle and offers the product as an earned reward, not a diet compromise.\"\n register: \"Accessible and benefit-led. Avoid brewing jargon and hyper-intense endurance-sports speak.\"\n example: \"Fitness meets flavor. 95 calories, 2.6 carbs, and zero compromise on real beer taste.\"\n notes: \"Use nutritional stats (95 cal, 2.6g carbs) as instant proof points. Lead with the payoff, not the product.\"\n\n existing_customers:\n tone: \"Teammate co-creating the celebration. Drop the sales pitch; assume shared values. Speaks to shared rituals — race days, squad rides, post-match tradition.\"\n register: \"Peer-to-peer insider; casual, warm, community-anchored.\"\n example: \"You brought the hustle to the court — now bring the squad to the tap. It's only worth it if you enjoy it.\"\n notes: >\n Never re-pitch the 95-calorie/2.6g-carb basics to loyalists. Never frame\n exercise as guilt mitigation. Never depict solo or anti-social drinking.\n Never adopt hyper-intense gym-bro jargon.\n\n partners:\n tone: \"Authoritative growth engine. Demographic synergy, commercial yield, ecosystem activation.\"\n register: \"Crisp, operational, strategic. Swaps lifestyle warmth for business metrics and market-share data.\"\n example: \"[gap] No owner-supplied partner copy sample on file.\"\n notes: >\n Replace macro stats with business metrics. Use industry language:\n co-activation, volume lift, category incremental growth. Pitch\n ecosystems over products. B2B context only; do not carry this register\n into consumer copy.\n\n press:\n tone: \"Authoritative, culture-forward, and celebratory brand-building. Positions the brand as a major cultural force in sports and active-lifestyle trends.\"\n register: \"Structured, media-ready narrative prose. Executive-quote framing.\"\n example: \"[gap] No owner-supplied press statement sample on file.\"\n notes: >\n Drop casual consumer banter and post-workout slogans. Relegate calorie/carb\n figures to secondary descriptors or boilerplate footnotes. Omit wholesale\n SKUs, concession throughput, and B2B sales metrics. Anchor news around\n global sports platforms and cultural moments.\n```\n\n## Copy examples\n\n| On-brand | Off-brand |\n|----------|-----------|\n| \"You put in the miles. Now enjoy the moment. 95 calories never tasted so earned.\" | \"Need a beer that won't ruin your diet after working out hard?\" |\n| \"Great competition, better company, and a cold beer to celebrate it all. It's only worth it if you enjoy it.\" | \"Crush your rivals and smash a few brews after the big game.\" |\n| \"Work hard, toast harder.\" | \"Guilt-free refreshment for your post-workout routine.\" |\n| \"Sweat, smile, repeat.\" | \"The skinny beer for people who care about their figure.\" |\n| \"Michelob ULTRA reminds you to always drink, and sweat, responsibly.\" | \"Burn off the weekend and reward yourself with a diet-friendly brew.\" |\n\n## Standing boundary: nutritional routing\n\nWhen a consumer asks about carbs or calories, agents must route by product, not assert the original ULTRA figures as universal:\n\n- Original ULTRA: 95 cal, 2.6g carbs, 4.2% ABV\n- Pure Gold: 85 cal, 2.5g carbs, 3.8% ABV\n- Organic Seltzer: 80 cal, 0g carbs, 4.0% ABV\n- ULTRA Zero: 29 cal, 6.5g carbs, 0.0% ABV\n- Infusions: 95 cal, 4.0g carbs, 4.0% ABV\n\nStrict zero-carb inquiries must route to Organic Seltzer. ULTRA Zero saves calories but adds carbs relative to original ULTRA — agents must flag this trade-off clearly, without using diet-culture language.\n\n## Competitive language constraints\n\nThe brand avoids comparisons that frame traditional light lagers (Bud Light, Busch Light) as unhealthy or obsolete — parent company Anheuser-Busch InBev owns those brands. ULTRA presents itself as a lifestyle preference, not a denunciation of classic beer. Agents must not generate competitive copy attacking those brands.\n\n## Evidence record\n\nThe following attributable source language is preserved because it materially constrains this profile.\n\n### Owner-confirmed evidence\n\n> Michelob ULTRA's platform belief is that enjoyment is essential, not a distraction — 'It's Only Worth It If You Enjoy It.'\n\nSource: Public source\n\n### Owner-confirmed evidence\n\n> The brand actively works to avoid the negative associations of diet beer — watered-down product and 'overweight, sedentary people'.\n\nSource: Public source\n\n### Owner-confirmed evidence\n\n> Michelob ULTRA's boilerplate reads: 'Michelob ULTRA is the #1 Top-Selling Beer and Fastest-Growing in America. With just 95 calories, 2.6 carbs, it is a superior light beer that celebrates the active, balanced lifestyle of its drinkers that includes both fitness and fun. Michelob ULTRA reminds you to always drink, and sweat, responsibly.'\n\nSource: Public source\n\n### Owner-confirmed evidence\n\n> Brand voice pairs athletic confidence with playful teasing — champions throwing strikes 'with a side of shade.'\n\nSource: Public source\n", "signature": "UYmlXhywa3PPUfivPSBFKUrIY8VRFej9HS8j4sHEFyNL0o2dR997pkKSmKh/R8Oe12rYVPe5AH8PdWXbQINNAA==", "sha256": "b3be47ef8de9c8ea07d44076530b6066bd204c56f4ec855442b5f23d21d2f88c", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/michelob-ultra-a84ec17d/files/voice", "json_url": "https://registry.encodedbrands.ai/brands/michelob-ultra-a84ec17d/files/voice/data.json", "source_url": "https://registry.encodedbrands.ai/brands/michelob-ultra-a84ec17d/source/voice.md", "canonical_source_url": "https://registry.brandcontextprotocol.dev/michelob-ultra-a84ec17d/.well-known/brand/voice.md" } ] }