ULTRA PROUD SESSIONS :: MICHELOB ULTRA

Michelob Ultra’s motto is pretty simple: “It’s only worth it if you enjoy it.”

As a part of Michelob Ultra effort to create content to reach diverse audiences in a more authentic way, we created the Ultra Orgullosos Sessions. A virtual summer classes, which uplift the bicultural identities of Hispanic-Amercans and celebrate the beauty of trusting the process.

Celebrity chef Wes Avila is the first face of “Ultra Orgullosos,” or “Ultra Proud,” which celebrates Hispanic-American creators who demonstrate both talent and a deep love for their craft, cultura, and heritage.

The first installment of the series is a cooking class from Avila, who makes it clear that the satisfaction of being a chef doesn’t come from the finished plate that you serve at the table. Instead, he encompasses the brand’s motto by measuring each ingredient with precision while enjoying a beer and encouraging the audience to be proud of their roots.