For Michelob ULTRA we've always been ahead of the curve when it comes to the beer category.
Whether it's creating the world's first organic beer,
or infusing lagers with exotic fruits.
The mission of the Brew Camp is to bring the most innovative minds together
to collaborate and co-create on product innovation.
Coming out of the first Brew Camp we took the ideas from all of the influencers,
and we went out and tried to make pilot brews.
So in Brew Camp One they came and said they really want to make an Amber Lager,
but with more flavor, but still stay within the profile of ULTRA
so the low calorie very low carb. That's a significant challenge for a brewer.
We certainly wanted to use darker malts to get a darker color.
I thought that rye would have a great opportunity to increase flavor.
It adds that very distinct nuttiness in a very small quantity.
We pitched the idea of using oats,
because they're ancient grains as is rye and barley.
But the oats can provide a smoothness and more of a mouth feel.
The blue agave really struck me as a, we can add sweetness
without adding significant calories and that was exciting.
Amber Max is literally a community-created beer.
Everyone who has ever attended a Brew Camp has had a hand in making it,
and that's pretty impactful. We listened to what consumers wanted, and we brewed it. 
A full flavored, light lager, for people who thought it was impossible.
That's why this community is so powerful.
It allows us to challenge the future of beer, together.
