Dive Brief:
- Modelo launched a campaign on Sept. 16 to honor its 100th anniversary, according to information shared with Marketing Dive. The brand is operated by Constellation Brands in the U.S. and Anheuser-Busch InBev internationally.
- “Thank You for 100 Years of Modelo” is a national push meant to honor the Hispanic community, a core market for the brand. “Thank You” messages will appear on out-of-home (OOH) ads in Dallas, Chicago, Houston, Los Angeles, New York City and Miami. Messages will also appear on TVs in local bars via Atmosphere TV.
- The campaign coincides with Hispanic Heritage Month (Sept. 15 to Oct. 15). While the Hispanic community helped Modelo surpass Bud Light as the number one beer in America by dollar sales, the community has been buying less of the beer, largely due to socioeconomic factors.
Dive Insight:
The Hispanic community is the backbone of Modelo’s consumer base and the brand is showing its appreciation with a campaign centered around culture and food. “Thank You for 100 years of Modelo” is intended to both celebrate the community while also strengthening the brand’s connection to a key position of its base during a time of political and economic upheaval.
For the effort, Modelo is offering custom six-packs containing one hand-painted bottle meant to represent the one in six Americans who are a part of the Hispanic community. Artist Devon Rodriguez designed the bottle celebrating the South Bronx in New York City, while Henry Beltran designed the bottle celebrating South Central Los Angeles.
As part of the campaign, Modelo is also venturing into the foodie scene. At Tales of the Cocktail, a New Orleans-based conference which took place in late July, the brand showed off its version of a Michelada cocktail. In October, Modelo will host an immersive experience at the Food Network New York City Wine & Food Festival.
Modelo took the title of top-selling beer in America from Bud Light in 2023 and has clung to the position ever since. However, tariffs on Mexico, where the beer is brewed, and ongoing political tension may threaten that position.
Across Constellation Brand’s top five states, which make up approximately 50% of volume, buy rates declined in every ZIP code, with additional challenges for areas that were heavily Hispanic, according to comments made by William Newlands, CEO of Constellation Brands during a presentation at Barclays 18th Annual Global Consumer Staples Conference 2025.
Modelo isn’t Constellation’s only Mexican beer. It also manages Corona and Pacifico in the U.S. The company recently cut its full-year outlook due to worsening macroeconomic conditions and falling demand. Net sales declined 5.8% year over year to $2.52 billion in Q1 of its fiscal 2026, a period that ended May 31, according to an earnings call.
Amidst its declining sales among Hispanic consumers, Modelo has taken steps to broaden its appeal. In early September, the brand relaunched its “Full-Time Fans” campaign. Timed to the start of college football season, the effort saw the return of The Recruiter, a character first introduced in 2024.
Looking ahead, the brand will increase investment in alternative products under the Modelo brand, including seasonal and low-calorie products. This effort will include Modelo Oro, Modelo Chelada and Modelo Spiked Aguas Fresca.
