How Two Beers Won Over Hispanic Consumers

Beer lovers like Riojas from Lansing, Michigan, often see Modelo Especial at family events. This Mexican beer, along with Corona, is part of Constellation Brands' lineup. Constellation has gained a lot of Hispanic customers' loyalty. How? By focusing on them specifically. In 2023, Hispanic buyers made up 32.5% of Constellation's sales, even though they only make up 19.5% of the U.S. population. This loyalty helped Modelo beat Bud Light in sales last year.

Constellation started importing these beers from Mexico in 2013. Their marketing, which shows positive Hispanic representation, has kept these customers coming back. Ads feature grandmothers and low-rider car builders, showing the "fighting spirit" of Hispanic culture. This connection helps the company weather tough economic times. Hispanic buyers might cut back elsewhere but keep buying these beers. That's why Constellation is in a good spot, even with potential tariffs and rising unemployment. They're also planning new flavors, like Modelo Agua Fresca, inspired by Mexican street market drinks.

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