As the official beer sponsor of the PGA TOUR, Michelob ULTRA wanted to create a product that combines the game of golf with their beer. We came up with the ultimate golf bag, one that will not only store your golf clubs, but also keep your beer cold and provide some entertainment while you’re playing. It’s the perfect union of serious and fun, and we gave the bag away to a lucky fan during the PGA Championship.

Golf is a serious game. But sometimes it can be too serious. So we thought: you know what would make things more fun? Beer. And no beer better exemplifies this balance of seriousness and fun than Michelob ULTRA, a premium light beer that believes you should have it both ways: an active, healthy lifestyle, and guilt-free fun with friends. Our goal was to create a bag that unlocks the fun in an otherwise serious game and tells golfers: hey, relax.

We set out to create a premium, high-tech bag that will improve the enjoyment of the game for any golfer. The bag was designed and hand-fabricated from the ground up through several rounds of working prototypes. We sourced a custom staff bag from one of the premier golf bag manufacturers used by the pros. From there, we added a 128-oz. refillable CO2 pressurized beer keg with a tap handle and pint glass storage, so you can stay refreshed between holes. We also added a BOSE bluetooth speaker so you can listen to music while you play, and a built-in tablet so you can stream pro golf while out on the course. To finish it off, LED lighting surrounds the keg for added style.

The ULTRA Caddie was born.

We launched the Ultra Caddie at the PGA Championship, and then engaged the fans. Fans could compete for the bag by going onto Facebook, Twitter or Instagram and answering the question: “How do YOU live Ultra?” It quickly became clear that the Ultra Caddie struck a chord with golf (and beer) fans everywhere when the announcement was picked up by over 60 media placements such as The Drum, Golf.com, Golf Digest and Marketing Dive.

-Most talked-about sponsor during PGA Championship - 59% of earned media share of voice

-28MM+ media impressions

-91MM+ social media impressions

-566,000 video views for ULTRA Caddie Contest (and counting)

-98% Positive sentiment