The Future. With 8.6% of the American beer market, Modelo Especial has overtaken Bud Light to become the top-selling brew in the country. It’s just another example of how popular Mexican beer has become over the past decade, with many of its best-sellers now representing 80% of all beer imports in the US. As demographics change, it’s possible that what’s considered a classic American taste may change as well.
Modelo Especial became the top-selling beer in the US by staying true to its Latino roots and leaning into American culture.
- According to Fast Company, as the US Latino population has grown in size and spending power, Modelo Especial has emerged as one of their top beer choices.
- Especial has also won over the craft-loving “hipster” crowd due to its positioning as a premium beer.
- In marketing the beer, Modelo is a sponsor of fast-growing MMA, and has built a message that it’s the celebratory brew after a day of hard work.
While some point to the controversy surrounding the Dylan Mulvaney promotion as having impacted Bud Light’s overall sales enough to cost the brand the top spot, analysts already expected the changing of the guard in two to three years.
The Latin takeover of American fridges was already (deliciously) in full swing.