duce . People respond to the style because it is an easy drinking by nature , with a lower ABV . Gives summer vibes year-round .”
Sun King currently has two Mexican-style lagers : their popular Pachanga , and their Una Lager , released last year in a collaboration with Viva Tia Maria beer cheese . “ Mexican-Style lagers have been growing in popularity since the 80s , with people coming back from vacationing in Mexico ,” says Colt . “ It ’ s the ultimate lawnmower lager and poolside crusher .”
Even outside of the summer months , this style is favored by enthusiasts , though warmer months show an uptick in consumption , according to Colt .
Outside of the craft brewery realm , the definition of Mexican beer solidifies . These beers are produced in Mexico and exported around the world . In fact , the U . S . is one of the largest importers of this beer style , and within the U . S . itself , the top category of importer beer is claimed by those made south of the border .
Constellation Brands is beverage producer that counts some of the most popular Mexican beer brands among its portfolio , including Modelo , Corona and Pacifico . “ We have always been focused on the high end , which is where Mexican beer sits , and we ’ ve been focused on this segment since we started ,” a company spokesperson says . “ We ’ ve been consistent in our marketing , and develop campaigns year after year that capture the essence of our Mexican beer brands .”
For Modelo , big things are on the horizon . “ Modelo is continuing to thoughtfully innovate on our end ,” says Greg Gallagher , VP of brand marketing at Modelo . “ The biggest example is Modelo Chelada . Over the last ten years , we have built the number one ready to drink chelada brand by expanding our portfolio with broadly appealing fruit flavors that have driven category growth with both Hispanic and general market consumers .”
Modelo Chelada is a beer-based RTD offering , inspired by the michelada and chelada , two popular Mexican cocktails . This move was to expand the company ’ s footprint to include drinkers that may not have been as interested in beer .
“ And we ’ re not done yet ,” says Gallagher , “ as we ’ re gearing up to launch our sixth flavor , Sandia Picante , in March .” In driving home the success of Modelo Chelada , the company expects depletions to grow 42 % this year .
“ We ’ re also expanding the footprint of Modelo Oro in March after a successful test in the Charlotte , Fresno and Houston markets ,” Gallagher enthuses . “ Modelo Oro is a great alternative for consumers looking for a lighter option , without sacrificing the traditional Modelo flavor they know and love .”
“ For Modelo specifically , big things are on the horizon . Modelo is continuing to thoughtfully innovate on our end .”
– Greg Gallagher , VP of brand marketing at Modelo
2023 Spirit of Mexico 11