In the past month, Modelo Especial sales have surged 14% — making it the bestselling beer in the U.S.
in the U.S., surpassing Bud Light among brews purchased at supermarkets and convenience stores.But consumer experts say Bud Light's demotion has long been in the making as a new, younger generation of beer drinkers topples well-established brands. And many of those young consumers are simply switching away from beer altogether.said Matthew Barry, industry manager of food and beverage at the Euromonitor International consumer brand data group.
Younger drinkers are now more inclined to seek out imports, even if the price point is higher, said Harry Schuhmacher, editor and publisher of the trade publication Beer Business Daily. Schuhmacher said that while Modelo's taste may resemble that of other premium beers, including Bud Light, its image is fresher and less associated with previous generations of beer drinkers.
"Americans still prefer the light category: light color, light tasting," Schuhmacher said. As Bud, Miller and Coors drinkers age out of the beer category altogether, he said, Modelo Especial has captured a larger market share.In the past month, Modelo Especial sales have surged 14%. That surge coincides with a boycott of Bud Light in the wake of parent company AB InBev's
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