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Michelob Ultra Becomes No. 1 U.S. Beer, Unseating Modelo

A sustained sports-marketing push positioned the brand to capitalize on Modelo’s slowdown.

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Cases of Michelob Ultra beer are displayed at a Costco Wholesale store.
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Overview

  • Anheuser-Busch said Michelob Ultra led U.S. retail beer sales for the 52 weeks ended Sept. 14, 2025, citing Circana data.
  • Industry trackers report the brand also ranked No. 1 in bars and restaurants over the past year, with NielsenIQ and Draftline showing leadership on draft lines.
  • Constellation Brands recently lowered its fiscal-year outlook, projecting a 2% to 4% decline in net beer sales as tariffs and softer volumes weigh on results.
  • Executives have attributed Modelo’s cooling growth to reduced spending from Hispanic consumers tied to economic strain and immigration enforcement concerns.
  • Anheuser-Busch credited momentum to long-running sports sponsorships and the launch of Michelob Ultra Zero, reflecting demand for lighter and non-alcoholic options as overall U.S. retail beer sales fell nearly 5% in the first half of 2025.