After two decades solidly leading the market in the United States, Bud Light lager was displaced by Modelo Especialmanufactured in Mexico, according to data from the National Quality Initiative (NQI) provided to the consultancy Bump Williams.
The previous month’s measurement indicates that Modelo, made by Constellation Brands, accounted for 8.4% of retail beer sales in the US positioning itself in the first place of preference, while Bud Light fell to second place with 7.3%.
The NQI data also provides other bad news for Bud Light, made in the United States: its sales fell 24.4% while those of Modelo rose 12.2%.
Consumer behavior studies show that Americans have changed their preferences in recent years, consuming more Mexican beers, mezcal and tequila.
Modelo Oro, the new beer low carb which debuted in May, has had a good start and helps strengthen the brand’s sales, according to the manufacturer.
The factors that propelled Modelo Especial among consumers in the US
Consulting firm Bump Williams reports that there were several factors for Modelo to position itself in first place last month: great publicity, support from retailers, striking packaging, and momentum in the summer campaign.
“Special Model seems to increase its sales every week as we get into the summer,” said the consultant quoted by CNN.
Greg Gallagher, vice president of brand marketing for New York-based Constellation, told CNN the beer has been on “an incredible run of success” over the past few years.
Gallagher added that the idea is to expand into other segments among consumers. “Our growth is in maintaining that core but also in bringing in non-Hispanic customers, and we are having incredible success,” she stressed.
A bad decision by Bud Light cost him the first preference spot
But beyond these factors, Bud Light’s fall from first place is also related to a campaign by Anheuser-Busch, the beer manufacturer, in which they posted on Instagram the image of a transsexual influencer, Dylan Mulvaney, showing a custom tin.
The image was rejected by conservative media and sectors that harshly attacked the brand and made transphobic comments, while the brand made a tepid defense that also angered the LGBTQ+ community.
In recent weeks, the decline in Bud Light sales has been close to 25% weekly, according to measurements. In addition, sales of other beers affiliated with the Anheuser-Busch family, such as Michelob Ultra, Natural Light and Busch Light, fell.
May will likely be a down month for the company, but its American-made Bud Light remains the best-selling beer so far this year.