A decade before Bud Light faced a conservative-led boycott over a collaboration with a transgender influencer, Modelo Especial was on track to take the No. 1 spot. How a Mexican lager quietly rose to become America’s bestselling beer:
More beers in America are being paired with lime than ever before.
Bud Light’s ouster followed a conservative-led boycott that was set off when Dylan Mulvaney, a transgender influencer, posted a video on Instagram on April 1 promoting a Bud Light contest. The company has since dismissed two marketing executives and has reported plunging sales. Along with that, Mexican products have gained “cultural appeal” among non-Hispanic consumers, Sarwat said. And it’s not just beer: The volume of tequila and mezcal — Mexican liquors — sold in the United States increased 273% from 2003 to 2022, according to the Distilled Spirits Council.
Modelo, however, has enjoyed greater success than other Mexican beers that sell in the United States, including Tecate and Dos Equis.Anheuser-Busch InBev, the maker of Bud Light, began to see the writing on the wall a decade ago.
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