Modelo Especial has officially surpassed Bud Light to become the best-selling beer brand in the United States, maintaining its dominance despite high-profile political endorsements aimed at reviving its closest competitor.
Former President Donald Trump had previously urged his followers to support Bud Light’s parent company, AB InBev, after the brand’s sales plummeted following backlash over a marketing campaign involving transgender influencer Dylan Mulvaney. The plea, however, failed to sway American consumers. Instead, Modelo Especial, brewed in Mexico City by Grupo Modelo, has continued to soar in popularity.
According to a recent report by beverage industry publication Bevnet, Modelo Especial generated $5.18 billion in U.S. sales over the past year, outpacing competitors by a significant margin. Its rise was supported by a $155 million advertising campaign from Constellation Brands, which holds the U.S. distribution rights. This investment made Modelo Especial the most-advertised beer brand on American television in 2023.
The beer’s cultural visibility received an additional boost through its appearance in the Netflix documentary Will & Harper, in which actor Will Ferrell is seen prominently drinking Modelo Especial. The scenes, interpreted by some as a subtle critique of Bud Light’s handling of its campaign with Mulvaney, further elevated Modelo’s brand recognition.
Trailing Modelo in the sales rankings are Budweiser at $4.83 billion, Michelob at $3.74 billion, Coors at $3.13 billion, and Corona at $3.12 billion. Both Corona and Modelo Especial are produced by Grupo Modelo and reflect a growing preference for Mexican imports among U.S. consumers.
Industry analysts attribute this trend to a shift in consumer values. Drinks analyst Kate Bernot told Forbes that Mexican beer brands have successfully positioned themselves as lifestyle choices that resonate with authenticity and cultural relevance. “Modelo, and to a certain extent other Mexican import beer brands, have been able to appeal to drinkers with a lifestyle message that is targeted and yet still universal,” Bernot explained.
She noted that while American brands like Miller and Coors attempted to appeal to a broad demographic, they lost their distinctiveness. In contrast, Mexican imports such as Modelo, Corona, and Pacifico are perceived as fresher, more authentic alternatives.
Bernot also pointed to the growing influence of Latin American culture in the U.S., particularly in music, food, and art. “We see it in music as well. Look at Bad Bunny and Nathy Peluso,” she said. “It matters that these beers have cultural cache at a time when Hispanic cultural exports of all kinds are enjoying a moment in American mainstream culture.”
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