Michelob ULTRA made a grand entrance at this year’s Ryder Cup. Beginning on September 26, the brand debuted its ULTRA Club, a dedicated fan destination blending the spirit of the tournament with a lively, community-centric atmosphere. Liz Breed, known online as @shank.haney , took Hypebeast behind the scenes of the activation to spotlight fan engagement on the ground. 1 of 7

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The ULTRA Club invited guests to kick back, crack open a cold one and enjoy the tournament experience in a modern format. The heart of the action featured interactive games such as Opti-Shot, Golden Tee arcade and various putt-putt challenges,

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