Back in the 1970s, sure, there were many brands we'd all recognize today, like Michelob, Miller, and Budweiser, but there were also bottles of Olympia, Stroh's, and Billy Beer. These beers are long gone or far less common today, but back then, they were all the rage (although sometimes, that was more to do with image than taste - looking at you, Billy Beer).
According to data from market analyst Circana, Michelob Ultra surpassed Modelo Especial in sales volume at bars, restaurants, and other retail outlets, but Modelo still leads in revenue. Each case of Modelo costs about $7 more than a case of Michelob Ultra, so one brand leads in volume (units sold) and the other in income. In other words, customers buy more Michelob Ultra, but spend more on Modelo.
After decades of steadiness atop the world of American beer, the last few years have seen a sudden shakeup, with a third beer in three years becoming the No. 1 best seller. For 20 years up until 2023, Bud Light was the undisputed champion of beer in the United States, topping the sales over and over. Then, in 2023, following the rise of top Mexican beer brands, Modelo took the No. 1 spot in a massive unseating.