Why Mexican beer has a hipster reputation in the US
The bestselling beer in the US is imported from Mexico, but what makes it so popular with drinkers? db finds out. The post Why Mexican beer has a hipster reputation in the US appeared first on The Drinks Business.
The bestselling beer in the US is imported from Mexico, but what makes it so popular with drinkers? db finds out.
Modelo Especial overtook Bud Light to become the top-selling beer brand in the US, something that US President Donald Trump asked his followers to give Bud Light owner AB InBev “a second chance” as its sales took a slide. However, US drinkers didn't listen and, since then, in its place Modelo Especial, which is brewed in Mexico City, has not faded into the background. In fact, it is still flying off the shelves. But why?
Describing the phenomenon, Bevnet recently revealed that Modelo has been the most purchased beer in the US over the last year, recording US$5.18 billion in sales. Last year, Constellation Brands spent US$155 million on Modelo advertising, boosting Modelo Especial to become the most-advertised beer brand on American television, with the business digging deep to make the most of its continued exposure.
Plus, Hollywood actor Will Ferrell also appeared to make a political statement with his choice of beer during the Netflix documentary Will & Harper, in which he headed off on a road trip around America to reintroduce his good friend Harper to the country following her gender transition. During the documentary, Ferrell was shown drinking Modelo Especial. The camera zoomed in on the clearly identifiable beer label, which is highly visible throughout several scenes with the move seen as a statement in support of Modelo and in opposition to rival brand Bud Light, which famously refused to support its trans ambassador Dylan Mulvaney following a collaboration which saw Mulvaney’s face printed on a Bud Light can and ended in a high profile backlash.
Catching up in second place is Budweiser at US$4.83 billion, followed by Michelob at US$3.74 billion. While Coors (US$3.13 billion) and Corona (US$3.12 billion) also make the top five.
Looking at the ranking, both Corona and Modelo Especial are made by the Grupo Modelo brewery south of the border and, according to analysts the fact that Mexican beer is doing so well is because it is a “lifestyle” choice.
Drinks analyst Kate Bernot recently told Forbes that “Modelo, and to a certain extent other Mexican import beer brands, have been able to appeal to drinkers with a lifestyle message that is targeted and yet still universal”.
Bernot explained that this is a question of “authenticity” and hinted that where some of the US brands went wrong was that they were marketed more broadly but without the same kudos.
Bernot insisted: “Miller and Coors, by trying to be appealing to everyone, stopped being special to anyone. And then here comes Corona, Modelo and Pacifico, feeling fresher and more authentic.”
Bernot explained that, comparatively, the Mexican beers are "just cooler brands," and suggested that their popularity has coincided with a rise in Latin American culture in the US becoming more hipster across the music and entertainment sectors.
Bernot added: “We see it in music as well. Look at Bad Bunny and Nathy Peluso. It matters that these beers have cultural cache at a time when Hispanic cultural exports of all kinds—food, music and art—are enjoying a moment in American mainstream culture.”
Modelo Especial overtook Bud Light to become the top-selling beer brand in the US, something that US President Donald Trump asked his followers to give Bud Light owner AB InBev “a second chance” as its sales took a slide. However, US drinkers didn't listen and, since then, in its place Modelo Especial, which is brewed in Mexico City, has not faded into the background. In fact, it is still flying off the shelves. But why?
Describing the phenomenon, Bevnet recently revealed that Modelo has been the most purchased beer in the US over the last year, recording US$5.18 billion in sales. Last year, Constellation Brands spent US$155 million on Modelo advertising, boosting Modelo Especial to become the most-advertised beer brand on American television, with the business digging deep to make the most of its continued exposure.
Plus, Hollywood actor Will Ferrell also appeared to make a political statement with his choice of beer during the Netflix documentary Will & Harper, in which he headed off on a road trip around America to reintroduce his good friend Harper to the country following her gender transition. During the documentary, Ferrell was shown drinking Modelo Especial. The camera zoomed in on the clearly identifiable beer label, which is highly visible throughout several scenes with the move seen as a statement in support of Modelo and in opposition to rival brand Bud Light, which famously refused to support its trans ambassador Dylan Mulvaney following a collaboration which saw Mulvaney’s face printed on a Bud Light can and ended in a high profile backlash.
Catching up in second place is Budweiser at US$4.83 billion, followed by Michelob at US$3.74 billion. While Coors (US$3.13 billion) and Corona (US$3.12 billion) also make the top five.
Looking at the ranking, both Corona and Modelo Especial are made by the Grupo Modelo brewery south of the border and, according to analysts the fact that Mexican beer is doing so well is because it is a “lifestyle” choice.
Drinks analyst Kate Bernot recently told Forbes that “Modelo, and to a certain extent other Mexican import beer brands, have been able to appeal to drinkers with a lifestyle message that is targeted and yet still universal”.
Bernot explained that this is a question of “authenticity” and hinted that where some of the US brands went wrong was that they were marketed more broadly but without the same kudos.
Bernot insisted: “Miller and Coors, by trying to be appealing to everyone, stopped being special to anyone. And then here comes Corona, Modelo and Pacifico, feeling fresher and more authentic.”
Bernot explained that, comparatively, the Mexican beers are "just cooler brands," and suggested that their popularity has coincided with a rise in Latin American culture in the US becoming more hipster across the music and entertainment sectors.
Bernot added: “We see it in music as well. Look at Bad Bunny and Nathy Peluso. It matters that these beers have cultural cache at a time when Hispanic cultural exports of all kinds—food, music and art—are enjoying a moment in American mainstream culture.” 
