09 NOV. 2018
Michelob Launches Michelob ULTRA Beer with Chinese Name 米凯罗 [mǐ kǎi luó] Created by Labbrand
SHANGHAI, 09 NOVEMBER 2018 –Anheuser-Busch InBev SA/NV (AB InBev), the multinational drink and brewing holdings company based in Belgium, launched Michelob ULTRA for its subsidiary brand Michelob with the Chinese name created by Labbrand.
Michelob is first developed by Adolphus Busch in 1896. In 1961, Anheuser-Busch became widely available in the US. Michelob now offers a variety of beer product variations including Michelob Golden Draft Light, Michelob Ultra and Michelob Ultra Amber.
Labbrand, the leading China-originated global brand consultancy, worked closely with AB InVeb to create the Chinese name 米凯罗 [mǐ kǎi luó] for Michelob ULTRA.
The final name 米凯罗 [mǐ kǎi luó] is chosen for its exotic ring as well its sense of prestige – an international brewmaster crafting superior beer. The name also bears a masculine quality, evoking an image of the passion and happiness derived from playing sports, which is in line with Michelob’s brand image. Lastly, 米凯罗 [mǐ kǎi luó] shares strong phonetic similarity with its original English name Michelob, making it easy to communicate to the Chinese audience.
“We are so impressed by the healthy and balanced lifestyle Michelob ULTRA advocates for. And we hope the name 米凯罗 can help Michelob ULTRA to bring strong vitality and fitness fun to more Chinese youngsters ” said Yiming Du, Naming Consultant at Labbrand.
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
About AB InBev
Anheuser-Bunsch In Bev SA/NV (AB InBev) is a multinational drink and brewing holdings company based in Leuven, Belgium. AB InBev formed through InBev acquiring Anheuser-Busch from the United States. Anheuser-Busch Companies is an American brewing company headquartered in St Louis, Missouri. The company operates 12 breweries in the United States and its subsidiary brands include Budweiser, Busch, Michelob, Bud Light and Natural Light.