E-Malt.com News article: USA: Mexican beer brands facing strategic turning point in the US

Major Mexican beer brands, including Corona and Modelo, are facing a strategic turning point in the United States as a combination of shifting consumer habits, heightened immigration concerns, and trade tariffs impact sales volumes. Leading distributors, including Constellation Brands, Heineken, and Molson Coors, report a notable decline in demand from their primary consumer bases, Mexico Business News reported on December 26.

A primary driver of the downturn is a reduction in consumption among the Hispanic population in the US Industry surveys indicate that 80% of Hispanic consumers expressed concern over the current socioeconomic environment, with 70% reporting fears regarding their personal finances.

According to market analysts, this economic and social uncertainty, compounded by anti-immigration policies, has led to a change in purchasing behavior. Consumers are participating in fewer social gatherings in both public spaces and homes and are reducing frequency of purchase at convenience stores and gas stations

Constellation Brands, which holds the US licenses for Modelo Especial, Corona Extra, and Pacífico, has lowered its financial guidance for the fiscal year ending in February 2026. The company now anticipates a sales decline of 2% to 4%, a sharp reversal from its previous forecast of up to 3% growth.

Recent fiscal reporting highlights the severity of the trend:

• Net Sales: The company’s beer business reported a 7% drop in net sales as of August 31.
• Shipment Volume: Total shipments fell by 8.7%.
• Brand Performance: Modelo Especial sales declined by 4%, while Corona Extra saw a 7% decrease.

The challenges extend beyond demographic shifts. The U.S. beer industry is navigating a general decline in per capita consumption, as domestic consumers average fewer liters per year. Furthermore, the reintroduction of aluminum tariffs has increased production and packaging costs, forcing distributors to reconsider pricing strategies.

Heineken (responsible for Dos Equis, Tecate, and Sol) and Molson Coors (distributor of Sol) are also managing volume contractions. Pedro Yedra, Business Intelligence Director at Tecnológico de Monterrey, noted that the structural shift in the American market suggests a long-term cooling of the previously high-growth Mexican import segment.


27 December, 2025