How Modelo and Corona maker Constellation Brands won the loyalty of Hispanic consumers in the U.S.

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Hispanic- and Latino-identifying consumers accounted for 32.5% of Constellation Brands’ sales in 2023, data from Numerator and Jefferies shows.

Continued loyalty from these shoppers is partly responsible for Modelo hanging onto its spot as the most-bought U.S. beer by dollar share.

“Hispanic consumers are the single most important consumer group for our beer business,” said Mallika Monteiro, executive vice president at Constellation Brands.

Modelo cans have become part of the fabric of events for Rio Riojas’ family and community in Lansing, Michigan.

The 35-year-old often finds himself opting for the brand at grocery stores or bars. The beer has become, in his words, “synonymous” with gatherings, ranging from small hangouts to birthday parties.

“It’s definitely the choice of the people,” said Riojas, a stand-up comedian. “When you’re at a quinceañera and you see everybody you know enjoying a couple beers at the table, it’s usually going to be a Modelo.”

Riojas is part of a base of Hispanic consumers that has become a focal point for Constellation Brands’ beer business, which also includes products such as Corona and Pacífico. What the company describes as an authentic relationship with this cohort of shoppers has boosted demand — and is part of why Modelo has become the best-selling beer brand in the U.S.

Recent data illustrates how Constellation has pulled ahead in the broader market by homing in on Latinos.

Hispanic- and Latino-identifying customers accounted for 32.5% of Constellation Brands’ sales in 2023, according to data from consumer research firm Numerator and investment bank Jefferies.

This is despite the group comprising just 19.5% of the American population that year, as government statistics show.

Continued loyalty from these shoppers is partly responsible for Modelo hanging onto its spot as the most-bought U.S. beer by dollar share, the company said. Modelo was first able to eclipse Bud Light last year as the Anheuser-Busch-owned brand faced backlash following its marketing campaign that featured a transgender influencer.

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