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Michelob Ultra Partners With American Hiking Society

Anheuser-Busch’s Michelob Ultra is partnering with the American Hiking Society to launch a “Superior Trails” initiative on Sept. 1.

The program will invest in local communities to help to build, protect and maintain superior hiking trails across the nation.

The American Hiking Society is an ideal partner because they have a great reputation and track record of improving trails through their National Trail Fund, Edison Yu, vice president marketing, value and premium light brands at Anheuser-Busch, tells Marketing Daily.

“They’re the only national, recreational-based nonprofit organization dedicated to promoting and protecting America’s hiking trails, their surrounding natural areas and the hiking experience,” Yu says. “We both have the goal of helping to build, protect and maintain superior hiking trails across the nation, in an effort to increase trail functionality and accessibility for the public.”

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Through Oct. 31, the public can go online to a microsite to cast a vote for one of 10 nominated trails, with two winners receiving $25,000 grants -- leading to more superior trails and ultimately, more superior moments for outdoor enthusiasts.

Fans can explore the 10 nominated projects and see how the grants would be used to renovate each site before voting for their favorites. Throughout the voting period, fans can keep track of their favorite trails’ progress via a leaderboard that tallies votes in real time. Fans can vote through Oct. 31, and the winning trails will be awarded their grants in January 2016.

Michelob Ultra targets consumers who live an active and social lifestyle, he says.

“Engaging hikers is part of our strategy to reach a wider base of consumers participating in recreational sport -- to those who enjoy a low-calorie option after completing their round of golf, evening jog or weekend bike ride,” Yu says. “As you’ll see in our new advertisements, we’ll continue to focus on active lifestyles, but take a slightly more casual tone than before and highlights more recreational activities.”

The 10 nominated projects are Brandywine Gorge Trail, Akron, Ohio; Continental Divide National Scenic Trail, Silver City/Chama, NM; Cross Vermont Trail, Montpelier, Vt.; East-West Trail, Hartford, Conn;  Florida National Scenic Trail, Crawfordville, Fla.;Grandview Trail, Grand Canyon National Park; Ice Age Trail, Rib Lake, Wis.; Lone Star Hiking Trail, New Waverly, Texas; Tahoe Rim Trail, South Lake Tahoe, Calif. And West Ridge Trail O’Fallon Park, Denver, Colo.

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