How Modelo and Corona maker Constellation Brands won the loyalty of Hispanic consumers in the U.S. NBC Los Angeles [Video]

• 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.” 

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