Modelo beer’s success after Bud Light backlash represents a marketing masterclass
It may seem ironic that on their most patriotic holiday – Independence Day – Americans celebrating in bars and backyards across the country were, for the first time in memory, more likely drinking non-U.S. beer than domestic brews., bumping Bud Light from the top spot shortly before the July 4th birthday party.There’s no question the accelerating factor was the backlash dogging Bud Light for enlisting social-media influencer Dylan Mulvaney, whose content focuses on her gender transition.
To be sure, beer consumption and brand loyalty are hardly recognized demographic metrics. And the nationality of beer, like that of cars and other consumer products, is a fudgy thing in an era of global supply chains and production processes, and pan-border corporate ownership. While other beer brands advertise aspirational lifestyles or strum on patriotic heartstrings, Modelo stays away from all that and instead celebrates the struggles and successes that are core to the experiences of everyday people, including and especially immigrants.
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