Modelo's New Strategy Aims to Capture Younger Beer Drinkers

In January, Modelo launched a nonalcoholic chelada, only to follow it months later with high-alcohol varieties exceeding 8% ABV, a bold strategic move. Modelo's dual-pronged approach has helped it become the best-selling beer in the U.S. for three consecutive years, according to Cbrands. Modelo's strategy to attract younger consumers in 2026 involves this product expansion alongside consistent marketing efforts.

Modelo is expanding into both non-alcoholic and high-alcohol segments, but its aggressive sports marketing remains a consistent pillar of its growth strategy.

Based on Modelo's successful execution of a diversified product portfolio and targeted marketing, other beverage brands will likely adopt similarly multi-faceted strategies to appeal to an increasingly fragmented consumer base.

• Modelo has been the No. 1 beer brand in the U.S. by dollar sales for three consecutive years, according to Cbrands.
• In 2023, Modelo Especial became the best-selling beer brand in the United States, surpassing Bud Light, according to Foodtalks Cn.
• Modelo launched its first nonalcoholic offering, a booze-free version of its Limón y Sal Chelada, in January, states Food Dive.
• Modelo introduced new high-alcohol chelada varieties with more than 8% ABV a few months after its January 2023 nonalcoholic launch, according to Food Dive.
• Modelo's long-game strategy, exemplified by replacing Bud Light as UFC partner in 2017, demonstrates how sustained, targeted sports marketing can lay the groundwork for market dominance years before the actual sales shift. This historical example illustrates a long-term approach.

How Does Modelo Engage Younger Drinkers?

In June 2023, Modelo captured 8.4% of the U.S. retail beer market. During the same period, Bud Light dropped to 7.3%, according to Foodtalks Cn. The market shift followed Modelo's strategic alignment with major sports properties.

In 2017, Modelo became the official beer partner of the UFC, replacing Bud Light. Modelo's partnership with the UFC in 2017 was an early example of its sports marketing strategy. Modelo is also the official sponsor of the College Football Playoffs, as stated by Food Dive, to increase its presence among younger consumers. Sponsorships, coupled with increased media investment during college and professional football postseasons, cultivate deep brand affinity with younger demographics, ultimately translating into market dominance years later.