Anheuser-Busch has launched a new advertising campaign in the UK for Michelob Lager with the strapline "Brewed for the Finest Bars Since 1896".

The print and outdoor campaign, to roll out this month, features recognisable city skylines to reinforce the brand's image among metropolitan consumers, the company said today (7 May).

James Whiteley, Michelob's brand manager at A-B UK, said: "The advertisements place the distinctive bottle in a warm sunset background of rustic oranges and reds. The result is a sense of style at the end of the busy workday and subtle hint at Michelob's deep toasted maltiness, rich colour, and smooth velvety finish."

A second burst will feature the brand's founder, Adolphus Busch, and will appear in trade and selected consumer media.

In February this year, Anheuser-Busch sealed a three-year deal to extend its relationship with US golfing event The PGA Tour. The brewer also released three additions to its Michelob portfolio in the US last month. Michelob Ultra Fruit Infused beers are available in three flavours - pomegranate raspberry, lime cactus and tuscan orange grapefruit.