Michelob Ultra Becomes America’s Top-Selling Beer, Overtaking Modelo
Michelob Ultra has claimed the title of the best-selling beer in the United States, dethroning Modelo Especial after two years at the top.
Parent company Anheuser-Busch announced the milestone on Monday, citing data from Circana showing that Michelob Ultra led US retail beer sales by volume in the 12 months ending September 14. The shift marks a significant turnaround for the brewer, which has faced challenges in recent years, particularly with its Bud Light brand.
Bud Light lost its decades-long dominance in 2023 after a widespread boycott followed the brand’s collaboration with transgender influencer Dylan Mulvaney. The backlash led to a steep decline in sales and the eventual rise of Modelo Especial, owned by Constellation Brands, as America’s top beer.
Constellation has since struggled to maintain its position, partly blaming a slowdown in sales on stricter US immigration policies, which it says have affected its core Hispanic consumer base. Around half of Constellation’s US sales come from Hispanic customers. Earlier this month, the company lowered its full-year outlook, citing a difficult economic environment.
The broader beer industry is also facing headwinds. Data from the National Institute on Alcohol Abuse and Alcoholism shows that Americans have been steadily reducing their beer consumption over the past four decades, with younger consumers gravitating toward other beverages, including non-alcoholic options.
Anheuser-Busch credited Michelob Ultra’s success to strategic investments in marketing and innovation, including the launch of Michelob Ultra Zero, a non-alcoholic version of the popular light beer. The brand has also been prominently featured in major sporting events such as the FIFA Club World Cup.
The achievement represents a rebound for Anheuser-Busch after a tumultuous period, as the company works to rebuild consumer trust and solidify Michelob Ultra’s position as a dominant force in the evolving US beer market.
