Michelob ULTRA Dreamcaster

Michelob ULTRA believes joy is essential to an active lifestyle, you should be able to move your body and enjoy a beer. Its platform, “It’s Only Worth It If You Enjoy It,” has turned that belief into culturally relevant work, helping ULTRA climb to the #2 beer in the U.S.

To continue growing, the brand addressed a new challenge in sports: accessibility for fans. Michelob ULTRA partnered with The Knicks and Cameron Black, who was born blind, to create multi-sensorial technology that allowed him to fully experience and commentate an NBA Playoff game, sharing his perspective with millions.