Trump's immigration policy dethrones Mexico's Modelo Especial as the most popular beer in the United States

"According to data from market analyst Circana, Michelob Ultra surpassed Modelo Especial in sales volume at bars, restaurants, and other retail outlets, but Modelo still leads in revenue. Each case of Modelo costs about $7 more than a case of Michelob Ultra, so one brand leads in volume (units sold) and the other in income. In other words, customers buy more Michelob Ultra, but spend more on Modelo."

"In fact, according to William Newlands, CEO of Constellation Brands the U.S. company that distributes Modelo t he real issue is that nearly half of Modelo's consumers are Hispanic, a group that is avoiding going out for fear of encountering Immigration and Customs Enforcement (ICE). Newlands mentioned the situation as early as last April. A lot of consumers in the Hispanic community are concerned right now, he said."

"An American beer has once again become the best-selling in the United States. Michelob Ultra, a light version of the century-old Michelob, has overtaken the Mexican beer Modelo Especial in the rankings. The brand attributes this to selling a superior product, as well as the active and social lifestyle it promotes like the NBA, the famous basketball league they sponsor."

Michelob Ultra overtook Modelo Especial in U.S. sales volume at bars, restaurants, and retail outlets, while Modelo remains ahead in revenue because cases sell for about $7 more. Circana data show consumers purchase more units of Michelob Ultra but spend more on Modelo. Constellation Brands' CEO William Newlands reports that nearly half of Modelo's consumers are Hispanic and that fear of encountering Immigration and Customs Enforcement (ICE) has reduced attendance at social gatherings where Modelo is typically consumed. Michelob Ultra's active, social lifestyle positioning, including NBA sponsorship, supports its unit sales growth.

Read at english.elpais.com