Keeping it Ultra

Keeping it Ultra


Michelob ULTRA tasked Innovative Group to create a premium experience by enhancing the regional Closest to the Pin winners and their guests with an exclusive bucket list VIP experience at the world-renowned Pinehurst Resort.


Innovative Group coordinated with 50 of Anheuser-Busch’s wholesale markets across the Southeast to create the Michelob ULTRA Invitational experience. IG handled everything from local competitions to accommodations, prizes, branding, contesting, guest communication, creative golf themed experiences, and everything in between. It was a true championship winning weekend.


Event Planning/Production | Destination Management| Hospitality/Catering


  • 50 wholesale markets participated
  • 39 Winners
  • 50 Cases of Michelob ULTRA enjoyed
  • 90% would like to participate again