Michelob Ultra is now the best-selling beer in the United States, overtaking Modelo after years of market dominance once held by Bud Light. Industry tracker Circana reports Michelob outsold Modelo over the past 12 months, marking a major shift in the country’s beer market.
Modelo’s sales have slowed, particularly among Hispanic-American consumers. Constellation Brands, which owns Modelo, has previously pointed to immigration enforcement policies under President Donald Trump as a factor that kept some customers from visiting bars and restaurants.
Corona, another Mexican lager in Constellation’s portfolio, has also struggled. Meanwhile, Michelob Ultra has gained ground by marketing itself as a low-carb beer option and investing heavily in advertising ahead of next year’s World Cup in the U.S., including campaigns featuring global soccer star Lionel Messi.
The change comes less than two years after Bud Light lost its longtime crown following a boycott over a marketing partnership with a transgender influencer.
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