1896 Adolphus Busch introduces Michelob as a "beer for connoisseurs." It is available only on draft. The price to wholesalers is about $8 per barrel -- much more than other Anheuser-Busch beers.
is advertised in print as the "King of Draught Beer" and "America's Highest Priced Draught Beer."
1961 Michelob is available for the first time in bottles as A-B introduces the classic teardrop bottle shape.
1966 Michelob becomes available in cans.
1967 First Michelob television campaign debuts with "In Beer, Growing First Class Is Michelob. Period" theme line.
1976 "Weekends Were Made for Michelob" campaign begins.
1978 Michelob Light is introduced as the industry's first superpremium light beer. It is the second A-B light beer, foll owing the introduction of Natural Light i n 1977.
1981 Michelob Classic Dark is introduced and heralded by a television campaign starring comedian Martin Mull ti tled, "Don't Be Afraid of the Dark."
1986 "The Night Belongs to Michelob" advertising campaign begins.
1988 Michelob Dry is introduced.
1991 Michelob Golden Draft and Golden Draft Light are introduced.
1992 "Some Days Are Better Than Others" advertising theme begins.
1995 Michelob Amber Boch and Michelob Hefeweizen are introduced.
1996 Michelob celebrates its 100th anniversary. Michelob Centennial brand is introduced. "Some Days Are Made For Michelob" advertising campaign debuts.