50 wholesale markets participated across the southeast, 39 winners traveled to the finals, over $35,000 in prizes were awarded, 55 cases of Michelob ULTRA were enjoyed, and the post event survey showed that 90% of all participants hope they can participate in the Michelob ULTRA Invitational again. A true Championship winning weekend that Anheuser Busch is ready to plan again for next year.


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 AB’s wholesale markets across the Southeast to create the Michelob ULTRA Invitational experience at the world-renowned Pinehurst Resort. IG handled everything from local competitions to accommodations, prizes, branding, contesting, guest communication, creative golf themed experiences, and everything in between.

IG used Pinehurst’s glorious backdrop to create a truly one-of-a-kind experience that the winners will talk about for a lifetime. Not only did they get to tee-off on the infamous greens, but they were also showered with custom ULTRA gear and gifts from the moment they walked into the resort, along with plenty of Michelob ULTRA to enjoy…responsibly. The winner walked away with another bucket list experience: An all-expenses paid outing to TPC Sawgrass.

For Michelob ULTRA, the brand was prominently featured throughout the resort…from the welcome billboard at the Carolina hotel, to custom room keys, to scavenger hunt feather banners on the course, to the beverage cart being wrapped with product features, to an eye-catching inflatable dome tent, and the ultimate logo created out of sand. The ULTRA Glass Break Competition got a lot of attention as well.