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 sales grew 12.2 percent, while Bud Light's plummeted 24.4 percent over a four-week period ending on June 3. During that same period, Modelo overthrew Bud Light in retail beer sales after capturing 8.4 percent of US consumers, while Bud Light captured 7.3 percent.
Bump Williams said that the trend shows Bud Light will have a difficult time bouncing back to top-seller, and that its sales are projected to continue falling.
"Modelo Especial appears to be increasing its sales growth each week as we get deeper into summer," Williams told CNN.
While Bud Light's failed marketing campaign that celebrated trans influencer Dylan Mulvaney's "356 days of girlhood" tanked its sales, Williams said that Modelo's rise to the top contributed to multiple factors.
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 become number one. Williams explained that trends show people in the United States have been switching alcohol preferences, opting for Mexican beers and spirits such as mezcals and tequilas.
Williams also praised Modelo's marketing, which has captured 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 increase 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 scrambling to save its now-failing brand and has focused immense efforts on new marketing campaigns following unsuccessful attempts to distance the company from the infamous Mulvaney partnership.
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