Organic Lager Now Being Brewed with 100% Solar Electricity

The “Rumba (Puro Oro Anthem)” song is billed as the first to feature the sounds of the sun, and is available on Spotify. An accompanying video will debut on April 22, which is Earth Day, on Maluma’s YouTube channel, and the brand and musician will give away the song on gold vinyl records to fans 21 and older via social media according to the press release on PR Newswire.

Millions for sustainability by AB InBev

The announcement and collaboration build on parent company Anheuser-Busch’s commitment to putting $100 million toward sustainability efforts as part of a broader two-year, $1 billion investment plan. They  take barley after it is used to make beer and repurposes it to be incorporated into food and other beverages. In addition to solar power, the brewer has been investing in other forms of renewable electricity, including wind.

“As the best-selling USDA certified organic beer in the country, Michelob ULTRA Pure Gold has always celebrated nature and now we’re going further by brewing our beer sustainably with 100% solar electricity,” said Ricardo Marques, Vice President of Michelob ULTRA. “This Earth Day we look forward to celebrating our commitment together with our long-standing partner, Maluma, who shares in our passion for nature and sustainability.”

“Michelob ULTRA Pure Gold’s commitment to sustainability and announcement that its organic lager is now brewed with 100% solar electricity brings us one step closer to achieving our Anheuser-Busch 2025 U.S. sustainability goals,” said Angie Slaughter, Vice President of Sustainability, Anheuser-Busch. “At Anheuser-Busch, sustainability is a core focus of our business and we remain committed to achieving a sustainable future so people can enjoy our products for generations to come.”

New target groups

Michelob Ultra Pure Gold’s celebration of a sustainability milestone with its Maluma collaboration ties together several marketing trends. By connecting pop culture to an environmentally friendly action, the AB InBev brand can promote its sustainability efforts in an authentic way that will help it engage with green consumers.

Teaming with Maluma allows Michelob Ultra to connect with the musician’s global fan base; he has more than 31 million monthly listeners on Spotify. Over the past few years, brands including Oreo and Lay’s have partnered with popular musicians on original songs that align with their campaigns, which can yield quantifiable results when efforts are perceived as authentic by younger consumers.

Efforts like these use the company’s marketing muscle to promote sustainability in a way that could help it avoid claims of green-washing by critics.