US brewer Michelob has created a treat for golfers: the Ultra Caddie bag it declares offers the “optimal 19th hole experience”.
Unfortunately, it’s not for sale: if you want one you have to enter a contest.
The Michelob Ultra Caddies bag contains a refillable keg filled with Ultra brew, a rechargeable Bluetooth speaker, a built-in tablet for streaming media, a storage space of pint glasses and LED lighting… just in case the 19th hole experience extends beyond sunset.
Ultra is the fastest-growing large-scale beer brand in the US and the company was looking for a way to boost its social media profile – and win over new customers.
“We are always looking for new ways to innovate and help our consumers live fit and fun, and the Ultra Caddie bag delivers both,” said Azania Andrews, VP at Michelob Ultra.
The Ultra Caddie bag was unveiled at the PGA Championship in St Louis. Consumers everywhere can enter for a chance to win the bag by sharing how they “live Ultra” using the hashtag #ULTRACaddieContest on Facebook, Twitter or Instagram.