This New Beer Has Dethroned Modelo as America’s Favorite
Modelo Especial had a strong run as America’s top-selling beer. But as of September 2025, it no longer holds that title. Michelob Ultra has taken its place while pushing ahead in overall sales. Consequently, Michelob Ultra, with its light profile and widespread exposure through sports sponsorships, has moved past its competitors and taken over as the country’s most purchased beer.
Michelob Ultra Becomes Number One
The brand led U.S. beer sales for the 52 weeks ending September 14, 2025. This ranking covers both off-premise retail purchases and on-premise consumption at bars and restaurants. The data comes from Circana and NielsenIQ, two major firms tracking beverage sales. Michelob Ultra not only took the top spot in stores but also led on taps across the country. According to Draftline Technologies, the brand had already become the most popular draft beer in late 2024, and its performance in retail channels caught up soon after.
Strategic Sports Sponsorships Played a Major Role
One of the ways Michelob Ultra pushed ahead was through major sports sponsorships that put the brand in front of massive audiences. It became the NBA’s first global beer sponsor, locked in a long-term partnership with the PGA Tour, and signed deals to serve as the official beer of both the 2026 FIFA World Cup and the LA 2028 Olympics. These moves strengthened the chain’s connection to active, social consumers who already fit its target profile.
For years, Michelob Ultra has promoted itself as a light, low‑calorie beer for people who focus on fitness and lifestyle balance, and these partnerships supported that message on a national and global stage. Viewers saw the branding during live broadcasts, in stadiums, and across digital platforms, which raised familiarity and reinforced its image in energetic, celebratory environments.
The approach helped the beer break past grocery aisle competition and reach cultural visibility. This helped build trust and recognition with consumers who value athletic events and social experiences.
Modelo’s Decline Linked to Economic and Demographic Shifts
Image via Pexels/Cristian Jacinto
Meanwhile, Constellation Brands, which owns Modelo Especial, reported reduced demand from Hispanic consumers, an important demographic that accounts for about half of Modelo’s customer base.
That drop is tied to multiple factors, one of which is economic pressure, including higher grocery prices and unstable employment. This has affected buying behavior. There has also been a reported decrease in social gatherings, which are typically strong settings for beer consumption within this group.
Another factor is political. Immigration policy alterations, particularly under the Trump administration, have disrupted daily life for some of Modelo’s most loyal drinkers. These overlapping challenges have created a less favorable environment for the product’s continued growth.
In April 2025, Constellation lowered its full-year beer sales forecast and projected a decline instead of expected growth. That decision reflected a sustained modification in purchasing patterns. As Modelo struggled to hold its ground, Michelob Ultra advanced with a clear strategy and growing relevance in other consumer segments.