Ultra Right, a self-proclaimed “anti-woke” beer company, has launched its second annual swimsuit calendar featuring “MAGA Babes.” This follows the success of their inaugural calendar last year, which generated considerable buzz on social media. The company positions the 2025 calendar, titled “Conservative Dad’s™ MAGA Babes: Make America Hot & Healthy Again,” as a defiant celebration of traditional American values interwoven with health and beauty. Ultra Right contrasts their calendar with Sports Illustrated’s 2025 swimsuit issue, criticizing the latter’s inclusion of a plus-size model, which they perceive as promoting unhealthy lifestyles. They present their calendar as a counterpoint, advocating for a renewed focus on fitness and physical attractiveness.
The calendar, available for purchase on Ultra Right’s website with over $200 in discounts, features a different “MAGA Babe” each month. These women, depicted wearing MAGA hats, showcase their fitness routines and share “woke-free” holiday celebrations. The calendar also incorporates humor through “Dad Jokes of the Month” and provides exclusive discount codes. Ultra Right CEO Seth Weathers emphasizes the calendar’s message: “MAGA Babes are in and woke is out.” He expresses a belief that the upcoming election results signal a rejection of progressive ideals. Weathers draws a historical parallel, claiming that throughout history, men have been motivated by the pursuit of beautiful women, and his company aims to revive this sentiment. He even jokingly suggests potential conquests, starting with Greenland, inspired by the beauty of the “MAGA Babes.” He concludes by praising the current First Lady as a symbol of a resurgence in appreciation for “real beauty.”
This latest venture from Ultra Right builds upon the company’s foundational principles, established in the wake of the Bud Light controversy involving transgender influencer Dylan Mulvaney. Ultra Right emerged as an alternative for consumers who felt alienated by Bud Light’s inclusive marketing campaign, capitalizing on the conservative backlash. Their first calendar featured prominent figures like former NCAA swimmer Riley Gaines, alongside other conservative influencers. A portion of the proceeds from that calendar were donated to the Riley Gaines Center, an organization dedicated to preserving women’s sports.
The 2024 calendar served as a successful fundraising vehicle for the Riley Gaines Center, generating $20,000 in donations. Gaines herself praised the campaign for its support of her cause. At the time of the first calendar’s release, CEO Seth Weathers articulated the company’s mission to revive what he sees as traditional values associated with beer brands: patriotism, enjoyment, fast cars, and conventionally attractive women. This current calendar release further solidifies Ultra Right’s brand identity and its appeal to a specific segment of the market.
Ultra Right’s strategy hinges on exploiting the culture war dynamics, framing their product as a symbol of resistance against perceived progressive overreach. They tap into a nostalgia for a perceived simpler past, aligning their brand with values they believe resonate with their target audience. This marketing approach, while potentially divisive, has proven effective in generating publicity and carving a niche in the competitive beverage market.
The company’s positioning itself as “anti-woke” is a calculated move to appeal to a consumer base that feels marginalized by mainstream cultural trends. By associating their product with a specific political ideology, they create a strong brand identity and foster a sense of community among their customers. This strategy, while potentially polarizing, allows Ultra Right to stand out from competitors and build a loyal following. The use of the “MAGA Babes” theme further reinforces this brand identity, linking it directly to the political movement and its associated aesthetics. This approach, while potentially alienating some, resonates strongly with their target demographic.
