According to a recent report, America’s top-selling beer is no longer American-made. Instead, Modelo Especial, a Mexican lager brewed by Constellation Brands near Mexico City, took over the top spot in May, dethroning Bud Light, which had held that position for over two decades. Bud Light’s decline from the top has been attributed to a number of factors, including a recent controversy involving a transgender influencer’s online post showcasing a customized Bud Light can. The loss was further compounded by the fact that Bud Light’s dollar sales plummeted by 24.4% during a four-week period ending on June 3, while Modelo’s grew by 12.2%.
Bump Williams, a consulting firm, received NIQ data showing that Modelo captured 8.4% of US retail beer sales during the same period, with Bud Light coming in second with 7.3%. Unfortunately for Anheuser-Busch, the makers of Bud Light, the trend does not appear to be reversing, with Modelo Especial’s sales growth continuing as we move further into summer. The firm believes the recent success of Modelo is due to a variety of factors, including strong retailer support, great advertising, eye-catching packaging, and a boost from Cinco de Mayo leading into the summer.
Mexican beers and spirits such as tequila and mezcal have been gaining in popularity among American drinkers in recent years, and this has apparently played a role in Modelo becoming the top-selling beer for the month of May. The brand’s success, according to Greg Gallagher, Vice President of Brand Marketing for Constellation, is due to its ability to attract Hispanic as well as non-Hispanic drinkers.
While Bud Light remains the top-selling beer on a year-to-date basis, their sales have declined, as have sales for other beers in their family, such as Michelob Ultra, Natural Light, and Busch Light over the same time period compared to previous weeks. Bud Light’s sales have recently declined by about 25% weekly, which could be due to negative publicity from right-wing media following their partnership with Dylan Mulvaney, who was criticized for being transphobic. In response, some prominent conservative figures attacked the brand, and social media posts spewed transphobic comments.
In summary, Modelo Especial has become the top-selling beer in the US, outpacing Bud Light, which had held that position for over two decades. The success of Modelo can be attributed in part to its strong retailer support, clever advertising, attention-grabbing packaging, and an increased interest in Mexican beers and spirits. Meanwhile, Bud Light’s sales have been in decline, likely due to a recent controversy and negative media coverage.
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