For the four weeks ending on July 1, Modelo Especial captured 8.7% of overall beer sales, compared to Bud Light’s 7% share, according to NIQ data given to consulting firm Bump Williams. Dollar sales for the pre-July 4 period continued to be grim for Bud Light, with sales falling 28.5%, while Modelo’s grew 8.5% during the same time period. Bud Light initially lost the title last month, which it has largely held for two decades.
A-B also began advertising with a campaign focusing on its farmers, delivery drivers and servers — some of whom have been the targets of threats following the transphobic backlash. However, Bud Light continues to be the country’s top-selling beer year to date, holding 8.7% share of the beer market. Modelo, according to Williams, is slowly closing the gap and holds an 8.1% share. Modelo’s parent company, New York-based Constellation Brands\n \n , recently reported strong earnings.