Michelob Ultra has edged out Modelo Especial to become America’s best-selling beer by volume in retail channels, capping a turnaround for Anheuser-Busch after years of industry turbulence.
Data from Circana covering the year ending Sept. 14 shows the light lager pulling ahead of its rival. NielsenIQ data confirms Michelob Ultra’s lead in bars and restaurants over the latest 52 weeks.
“Consumers are buying more Michelob ULTRA than any other beer in America. The brand stands out as the growth leader in the industry, and it’s showing no signs of slowing down,” said Scott Scanlon, executive vice president of category insights at Circana.
Anheuser-Busch hailed the milestone in a Monday press release, crediting two decades of marketing tied to sports and active lifestyles. Launched in 2002, the 95-calorie beer has grown 15% since 2020, capturing more than 2% of market share in the past five years. The recent debut of Michelob Ultra Zero, a non-alcoholic variant, has already ranked among the top non-alcoholic beers in its first nine months.
Kyle Norrington, Anheuser-Busch’s chief commercial officer, pointed to sponsorships with the NBA, PGA Tour, Team USA, and upcoming events like the 2026 FIFA World Cup and LA 2028 Olympics.
“For more than twenty years, Michelob ULTRA has connected with its fans during the occasions they love. The brand’s playbook has been simple and relentless: invest, learn, and execute,” Norrington said. “This approach has turned Michelob ULTRA into an absolute rocket ship, and we’ve got tremendous opportunity ahead of us.”
The ascent marks a rebound from 2023, when Bud Light’s sales plunged after a conservative-led boycott over a partnership with “transgender” influencer Dylan Mulvaney. The backlash cost Bud Light its long-held top position, handing the crown to Modelo Especial. Anheuser-Busch’s handling of the controversy, including sidelining two executives, drew criticism from across the political spectrum and led to a lasting hit on shares, which have since rebounded 17% this year.
Modelo’s parent, Constellation Brands, has struggled in 2025 amid shifting consumer habits. The company, which draws about half its U.S. sales from Hispanic customers, told CNN it believes President Donald Trump’s immigration policies — particularly mass deportations — have affected some customers’ purchasing patterns. Critics note the company has also faced changing consumer preferences, suggesting its struggles go beyond immigration policy.
Constellation slashed its full-year guidance earlier this month, citing a “challenging macroeconomic environment” — a trend echoed by companies like Coca-Cola and Colgate-Palmolive reporting slumps among Hispanic buyers.
The broader beer sector faces headwinds, with retail sales down nearly 5% to $34.7 billion in the first half of 2025, per Fintech and the National Beer Wholesalers Association. Americans have steadily reduced beer intake over four decades, according to the National Institute on Alcohol Abuse and Alcoholism.
Michelob Ultra’s edge in draft lines — holding the largest U.S. share since November 2024, per Draftline Technologies— has fueled its retail gains, Fox 4 KDFW reported. Draftline Technologies founder Jennifer Hauke observed the brand had been building toward dominance “for a number of years.”