Michelob Ultra has recently become the top-selling beer in the United States, reclaiming this position for Anheuser-Busch two years after Bud Light lost the title amid a consumer backlash. According to data from Circana presented by Anheuser-Busch, Michelob Ultra surpassed Modelo Especial in retail sales by volume as of September 14.
Two years ago, Bud Light’s sales declined significantly following a boycott linked to its collaboration with transgender influencer Dylan Mulvaney. Simultaneously, Constellation Brands, owner of Modelo and Corona, has attributed its declining sales partially to stricter U.S. immigration policies that have reportedly reduced the Hispanic consumer base, which constitutes about half of Constellation’s sales.
Earlier this month, Constellation lowered its full-year sales guidance, citing a challenging macroeconomic environment. Other consumer companies, including Coca-Cola and Colgate-Palmolive, have also reported a downturn in North American sales to Hispanic consumers, suggesting a broader trend.
The U.S. beer industry as a whole has experienced a stagnant year, with changes in drinking habits noted over the past four decades, as per the National Institute on Alcohol Abuse and Alcoholism. Despite a tough 2023 that included challenges for Anheuser-Busch, such as boycotts linked to its advertisements featuring Mulvaney, the company has found renewed success.
This success is attributed to the launch of Michelob Ultra Zero, a non-alcoholic beverage, alongside increased marketing efforts during major sporting events like the FIFA Club World Cup. As Bud Light continues to recover from its recent setbacks and decreased sales for the first time in over twenty years, the dynamics of beer consumption in the U.S. remain under scrutiny.
Source: https://www.bbc.com/news/articles/c79v7p88pveo?at_medium=RSS&at_campaign=rss