Bud Light has lost its reign as the number one company in American beer sales and is now forced to pass the torch to Modelo, following Anheuser-Busch’s disastrous marketing campaign with trans influencer Dylan Mulvaney which resulted in nationwide boycotts.
The long-time number-one beer seller in the United States is no longer after Modelo Especial surpassed Bud Light in sales in May, knocking the beer brand out from the number-one spot which they had held for more than twenty years, according to CNNWire. Modelo Especial is owned by Constellation Brands and is produced near Mexico City.
According to consulting firm Bump Williams, NIQ data shows that Modelo’s profit increased 12.2 percent, while Bud Light’s fell 24.4 percent during a four-week period ending on June 3. Over that same period, Modelo dethroned Bud Light in retail beer sales after securing 8.4 percent of US consumers, while Bud Light took 7.3 percent.
Bump Williams said that the movement shows Bud Light will have a tough time bouncing back to top-seller, and that its sales are predicted to go on falling.
AB InBev's Bud Light lost its top spot in the US beer market to Constellation Brands' Modelo Especial, following a backlash from conservatives over a social media promotion with transgender influencer Dylan Mulvaney https://t.co/AruK95OMoi pic.twitter.com/YmkUZNwhRU
— Reuters (@Reuters) June 14, 2023
“Modelo Especial appears to be increasing its sales growth each week as we get deeper into summer,” Williams told CNN.
While Bud Light’s defeated marketing campaign that celebrated trans influencer Dylan Mulvaney’s “356 days of girlhood” plummeted its sales, Williams said that Modelo’s elevation to the top contributed to several circumstances.
Modelo was already a top-performer in the United States, which made it easier for the Mexican beer giant to out-perform Bud Light and take over the number one spot. Williams detailed that trends demonstrate people in the United States have been switching alcohol preferences, deciding to go for Mexican beers and spirits such as mezcals and tequilas.
Williams also commended Modelo’s marketing, which has acquired strong retail support over its well-thought-out advertisements and eye-catching packaging. He explained to CNN that the Cinco de Mayo holiday also increased Modelo’s sales.
Greg Gallagher, vice president of brand marketing for Constellation, told CNN that Modelo has seen an rise in non-Hispanic consumers and that the company is “enjoying an incredible run of success.”
Other beer brands owned by Anhueser-Busch, such as Michelob Ultra, Natural Light and Busch Light also experienced a fall in sales during the same time period.
Anheuser-Busch has been clambering to save its now-failing brand and has focused intense efforts on new marketing campaigns following unsuccessful efforts to distance the company from the infamous Mulvaney partnership.
MODELO TIME! America's top-selling beer is no longer American.
— ABC7 Eyewitness News (@ABC7) June 14, 2023
Modelo over here is ice cold 🧊 pic.twitter.com/xSvyDadL3N
— SHARKINTHEWATER (@s_h_a_r_k_e_y) June 14, 2023