Cervepar says Michelob Ultra sales in Paraguay rose 312% in 2026

Cervepar said Tuesday that Michelob Ultra has become the fastest-growing beer brand in Paraguay this year, citing internal results that show sales growth of 312% in 2026 and a rise from third place in its segment in 2024 to first place so far this year.

The claim was published in company-sponsored content distributed through ABC Color’s business section, where Cervepar and Michelob Ultra executives described Paraguay as the brand’s fastest-growing market in the world. The companies did not disclose the underlying sales volumes, the size of the segment, or the methodology used to calculate market share.

According to Cervepar, Michelob Ultra’s local performance has far exceeded its results in 2024 and 2025. The company said the brand has been expanding its presence in Paraguay through a strategy that combines product placement, marketing, events and broader visibility in spaces tied to sports and social life.

Guillermo Martínez, Cervepar’s general manager, said the brand’s growth in Paraguay reflects both Michelob Ultra’s international backing and a local strategy aimed at building a closer relationship with Paraguayan consumers. He said the company sees a clear connection between the brand’s proposition and how people currently want to drink beer.

Michelob Ultra was launched in the United States in 2002 and was presented as a lighter beer option with fewer calories and carbohydrates. In its statement, Cervepar argued that the brand helped create the “Ultra” beer category rather than following an existing trend. The company said that positioning continues to shape the brand’s appeal in markets where consumers are looking for lighter products without giving up beer consumption.

Cervepar said that proposition has found traction in Paraguay, which it described as a young and beer-oriented market that is increasingly open to new category offerings. The company said Michelob Ultra’s profile as a lower-calorie and lower-carbohydrate beer has helped it stand out, alongside what it called a refreshing taste and differentiated drinking experience.

The company also linked the brand’s local growth to Michelob Ultra’s global association with sports. The beer has built campaigns around soccer, basketball, golf and running, and has appeared on major sports platforms including the FIFA World Cup and the NBA. Cervepar said that identity has helped connect the brand with consumers who associate sports, movement and social activity with the same lifestyle.

Pedro Adamy, Michelob Ultra’s global vice president, said Paraguay is a clear example of the brand’s momentum worldwide. He said the brand has more than quadrupled its performance there compared with the previous year, which he described as evidence of growing relevance among consumers.

The companies also pointed to Michelob Ultra’s broader international performance. According to the statement, the brand ended 2025 as the fastest-growing beer brand in the United States, a result that Cervepar said is now being reflected in Paraguay. No independent market data was included in the announcement to support that comparison.

The report comes as beer companies in Latin America continue to push premium and lighter offerings to younger urban consumers, often pairing those products with sports marketing and lifestyle branding. In Paraguay, Cervepar said its work with Michelob Ultra has focused not only on bringing in a globally successful label, but on adapting that value to local demand through communication, consumer experiences and market presence.

While the company framed Michelob Ultra’s recent gains as part of a longer international expansion, the strongest immediate claim was about Paraguay. Cervepar said the country is not only adopting the Ultra category, but turning Michelob Ultra into its leading brand in that space, with 2026 marking its sharpest growth to date.