“CELEBRATE YOUR STEPS” (the “Contest”) 

Official Rules (the “Rules”) 


NO PURCHASE NECESSARY. Must be legal drinking age  and a resident of Quebec participate. During the contest period, with purchase of any Michelob Ultra products available at participating La Cage restaurants across Quebec while supplies last, consumers will receive a unique Michelob Ultra PIN code (the “PIN”). See list of participating products in Rule 4. Participants will be asked to provide a submission of how many steps they made that day, while entering the pin online.  

The Contest Sponsor reserves the right to disqualify an entry for any reason whatsoever at its sole discretion. All decisions of the Contest Sponsor shall be final and shall not be subject to appeal. Contest starts on October 4, 2021, at 12:00 pm (noon) Eastern Time (“ET”), and Contest closes October 31, 2021, at 11:59:59 pm ET (the “Contest Period”).  


1. SPONSOR/ADMINISTRATOR:  This Contest is sponsored/administered by Labatt Brewing Company Limited (the “Contest Sponsors” and the “Administrator”)  


 2. ELIGIBILITY: The contest is open to residents of Quebec who are legal drinking age  , who are not an employee, contractor, agent or representative of the Contest Sponsors , or their affiliates, agencies, distribution companies, and who are not an employee of the applicable provincial liquor agencies, license control/boards and their licensees, retailers, or distributors (the “Provincial Liquor Authorities”), prize suppliers, the contest judge (collectively the “Contest Parties”), or a member of the immediate family (parent, spouse, sibling, child) of, or domiciled with any of the foregoing persons. The Provincial Liquor Authorities are not connected with this contest in any manner whatsoever and are not liable in any way whatsoever in regard to any matter which relates to this contest. 

To be eligible, participants must have online access with a valid email address as of the date of their entry. Each unique PIN can only be entered once. If the identity of an entrant is disputed, the authorized account holder of the email address submitted at the time of entry will be deemed to be the entrant. The individual assigned to the email address by an online service provider, Internet access provider or other organization responsible for assigning the email address for the domain associated with the submitted email address is considered the authorized account holder. An entrant may be required to provide the Contest Sponsors or the Administrator with proof that she or he is the authorized account holder of the email address associated with the winning entry. 

If you participate via a mobile device, you may incur standard data charges from your wireless service provider. Check with your wireless service provider for details on these and other applicable charges. Entrants are solely responsible for any such data charges. If you do not have Internet access via a personal computer, your local library or Internet café may be able to provide access to the Internet and a number of Internet service providers and other companies offer free email accounts. 


3. HOW TO PLAYDuring the contest period, with purchase of any Michelob Ultra products available at participating La Cage restaurants across Quebec while supplies last, consumers will receive a unique Michelob Ultra PIN code. Go to www.shopbeergear.ca/pages/mu-steps-qc-pin-2021and follow the instructions and enter how many steps you’ve done that day. The participant will then be giving instructions to enter the unique PIN for your chance to ‘instantly’ win a prize (see PRIZES below for details).  Once the PIN has been entered, you will be required to complete a contest entry form in full, including providing the correct answer to a skill-testing question. Once all fields have been completed, click submit and you will immediately see a message that will confirm whether or not you are an ‘instant’ winner. If you are confirmed as a winner, you will be automatically taken to a digital shopping cart which will be loaded with your prize.  Complete the checkout steps in order for your prize to be shipped to you.  Prize will ship only after the checkout steps are completed and confirmed.  NOTE that shipping of prize is restricted to Quebec. Entrants must complete the contest form in its entirety, including providing the correct answer to the skill-testing question, and be in compliance with these contest rules in order to be eligible to win. Entries must be received prior to the Contest Close Date. Entries received after the Contest Close Date are void. 


4. CONTEST PERIOD: The Contest starts on October 4, 2021, at 12:00 pm (noon) ET, and the Contest closes on October 31, 2021, at 11:59:59 pm ET.  


5. PARTICIPATING PRODUCTS: During the Contest Period, with purchase of a Michelob Ultra product, consumers will receive a unique Michelob Ultra PIN code. Participating SKUs include the following and are only available while supplies last: 


Participating Product 


Michelob Ultra 

341 mL Bottle 

355 mL Can 

473 mL Can 

16oz Draft 

20oz Draft 


Collectively “Participating Products”. 


6. NO PURCHASE NECCESSARY: Purchase is not required and does not enhance a person’s chances of winning.  If you wish to enter the Contest without purchase, please ask your server for a PIN and confirm you are 18 years of age or older and a legal resident of Quebec.  Limit of two (2) no purchase necessary requests per person per calendar day. Although online access and an email account are required in order to participate in the Contest; many public libraries, Internet cafés, retail businesses and others offer access to the Internet and a number of Internet service providers and other companies offer free email accounts. PINs are only available while supplies last. 


7. PRIZES: There are eight (9) different types of Instant Win Prizes available to be won during the Contest Period (each, an “Instant Win Prize”, as provided with quantities in the table below).  Approximate retail value of each prize is stated in Canadian dollars. 

The number of prizes available to be won will diminish as they are claimed throughout the Contest Period. The total number of each prize available to be won is listed in the table below. Once the total number of prizes have been distributed, no further prizes will be available. Prizes must be accepted as awarded. Prizes are non-transferable and non-redeemable for cash. No substitutions, except by the Contest Sponsors, who reserve the right to substitute a prize with a prize of equal or greater value. Awarding of a prize is subject to verification and compliance with the Rules.  Entrants who have not complied with the Rules will be disqualified. The Contest Sponsors make no representations or warranties of any kind concerning the appearance, safety or performance of any prize. The Contest Sponsors are not responsible for any Prize once it has been shipped. Any unclaimed prize will not be awarded. For prizes that can be mailed, the Contest Sponsors will mail the prize, directly to the Canadian address that the confirmed winner has indicated. The Contest Sponsors will not deliver to a P.O. Box. Delivery may take up to 6-8 weeks after verification. For prizes which cannot be mailed, the Contest Sponsor’s designated agent will contact the confirmed winner to arrange fulfillment of the prize. For prizes that can be emailed, the Contest Sponsors’ designated agent will email the confirmed winners at the email address used at the time of entry to delivery the prize. Prize may be forfeited if delivery cannot be affected following reasonable efforts by Contest Sponsor. 


Instant Win Prize Name and Description 

Total Number Available 

Approx. Odds 

Approximate Retail Value (each) 

Higher Value Smart Watch 



5 (Five)  

1 in 2400 


Lower Value Smart Watch 


100 (one hundred)  

1 in 94 



Marley Earbuds 


212 (two hundred, twelve)  

1 in 34 



Yoga Mat 

Michelob Ultra Branded Yoga Mat 

268 (two hundred, sixty-eight)  

1 in 30 



Bottle Opener 

Michelob Ultra Ribbon Shaped Bottle Opener 


99 (ninety-nine)  

1 in 100 



Water Bottle 

Michelob Ultra Branded 17oz Water Bottle 


288 (two hundred, eighty-eight)  

1 in 600 



Spike Ball 
Michelob Ultra Branded Spike Ball Game 



1 in 100 



Running Fanny Pack 

Michelob Ultra Running Fanning Pack 


51 (fifty-one)  

1 in 200 




8. RELEASE: By participating in this contest, all participants declare that they have read, understood and complied with the contest rules, consent to the use of their name, biographical information and/or likeness for the purposes of advertising and promotion without further compensation, agree to abide by all decisions by the Contest Sponsor (which are final), and agree to release and hold harmless the Contest Sponsor, the Provincial Liquor Authorities, their affiliates, directors, officers, employees, professional advisors and advertising and promotional agencies (collectively, the “Released Parties”) from any liability in connection with participating in this contest and/or any prize awarded. The Released Parties are not responsible for technical, hardware or software failures of any kind, lost or unavailable network connections, failed, incomplete, garbled or delayed computer transmissions including lost, misappropriated or corrupted entries, virus, worm or Trojan Horse damage or any other damage which may limit a participant's ability to participate in the Contest. Before a prize is awarded, prize winners may be required to sign a standard declaration of compliance with the Official Rules and release form(s) in a form acceptable to the Provincial Liquor Authorities releasing the Released Parties from any and all liability arising out of, pursuant to, or as a result of the carrying out of the Contest, including, without limitation, liability arising from the acceptance of and usage of the prizes as awarded, the administration of the Contest and the selection of a potential winner.   


9. GENERAL: PINs obtained through unauthorized sources or which are not original or are illegible, altered, reproduced, stolen, forged, counterfeited, irregular, or that contain printing or other errors are void. All decisions of the Contest Sponsors shall be final. The Contest Sponsors are not responsible for errors in the offer or administration of this Contest, including but not limited to, errors in the advertising, the Contest Rules, selection of the winners or the distribution of any prize. In the event that, due to an error, more than the advertised number of prizes are claimed, no more than the number of prizes specified in these Rules shall be awarded. As such, there will be a random draw conducted amongst all eligible prize claimants after the Contest closing date to award the specified prizes. The Contest is subject to all applicable federal, provincial, municipal and local laws. The Contest Sponsors reserve the right to modify or terminate this Contest at any time without notice to participants. 


10. PRIVACY: The Contest Sponsors respect your right to privacy. Personal information collected from entrants will only be used by the Contest Sponsors to administer the Contest and fulfill any prize requirements and, only if consent is given at the time of entry, to provide the entrants with information regarding upcoming promotions and/or events from the Contest Sponsors. For more information regarding the manner of collection, use and disclosure of personal information by the Contest Sponsors, please refer to the Contest Sponsors’ privacy policy, available at https://labatt.com/legal/lbc_eng_privacy.html  


11. CONFLICTS/DISCREPANCIES: In the event of a conflict between any Contest details contained in these Rules and any Contest details contained in Contest advertising materials (including, but not limited to, online, point of sale, television, and print advertising, promotional packaging, and other promotion media), the details of the Contest as set forth in these Rules shall prevail.


12. RESIDENTS OF QUEBEC: Any litigation respecting the conduct or organization of a publicity contest may be submitted to the Régie des alcools, des courses et des jeux for a ruling. Any litigation respecting the awarding of a prize may be submitted to the Régie only for the purpose of helping the parties reach a settlement.   

®/MD Anheuser-Busch LLC.