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4d ago

Michelob Ultra Becomes No. 1 U.S. Beer by Volume as Modelo’s Growth Slows

Constellation says weaker demand stems from Hispanic consumers curbing social outings because of immigration-enforcement fears.

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Overview

  • Market researcher Circana reports Michelob Ultra has led the U.S. beer market in units sold across bars, restaurants and retail for more than 50 weeks.
  • Modelo still leads in revenue because it carries a higher per‑case price, about $7 more than Michelob Ultra.
  • Constellation Brands CEO William Newlands links Modelo’s volume softness to concerns about encountering ICE under President Trump.
  • Studies cited in the report show early‑2025 declines in Latino shopping, including double‑digit drops at supermarkets and fewer trips to pharmacies and convenience stores.
  • Anheuser‑Busch credits Ultra’s rise to sustained sports and active‑lifestyle marketing, with confirmed sponsorships of the 2026 World Cup and the 2028 Los Angeles Olympics.