Michelob Ultra Overtakes Modelo to Become America’s Best-Selling Beer

Michelob Ultra has officially claimed the crown as the best-selling beer in the United States, marking a major comeback for parent company Anheuser-Busch just two years after its Bud Light brand lost the top spot amid controversy.

According to data from Circana, released Monday by Anheuser-Busch, Michelob Ultra has surpassed Modelo Especial in U.S. retail sales by volume in the year leading up to September 14.

The victory comes on the heels of turbulent times. Bud Light’s sales plummeted two years ago following a consumer boycott tied to its collaboration with transgender influencer Dylan Mulvaney. The fallout not only dethroned Bud Light after more than two decades as America’s best-selling beer but also left Anheuser-Busch scrambling to rebuild consumer trust.

Meanwhile, Constellation Brands—the owner of Modelo and Corona—has faced its own struggles. The company has attributed declining sales in part to tougher U.S. immigration policies that have dampened purchasing power among Hispanic consumers, a demographic that accounts for nearly half of its U.S. business. Earlier this month, Constellation cut its full-year forecast, citing a “challenging macroeconomic environment.”

Other household names, including Coca-Cola and Colgate-Palmolive, have also reported weaker North American sales, pointing to similar pressures. Across the board, the U.S. beer industry is grappling with shifting consumer habits, as Americans steadily reduce their beer consumption—a trend that has been underway for four decades, according to the National Institute on Alcohol Abuse and Alcoholism.

For Anheuser-Busch, Michelob Ultra’s rise signals a much-needed rebound after a bruising 2023. The brewer faced not only boycotts but also criticism over its handling of the Bud Light backlash, including placing two executives on leave. Yet, the company has since doubled down on Michelob Ultra, expanding marketing at major sporting events like the FIFA Club World Cup and introducing Michelob Ultra Zero, a non-alcoholic version that has attracted new consumers.

With a leaner, health-conscious brand image and a strong marketing push, Michelob Ultra has surged ahead—reclaiming the spotlight for Anheuser-Busch and reshaping the competitive landscape of America’s beer market.