How Modelo and Corona maker Constellation Brands won Hispanic consumer loyalty
Packages of Modelo Especial beer are displayed for sale in a grocery store on June 14, 2023 in Los Angeles, California. Mario Tama | Getty ImagesModelo cans have become part of the fabric of events for Rio Riojas' family and community in Lansing, Michigan.The 35-year-old often finds himself opting for the brand at grocery stores or bars. The beer has become, in his words, "synonymous" with gatherings, ranging from small hangouts to birthday parties."It's definitely the choice of the people," said Riojas, a stand-up comedian. "When you're at a quinceañera and you see everybody you know enjoying a couple beers at the table, it's usually going to be a Modelo." Riojas is part of a base of Hispanic consumers that has become a focal point for Constellation Brands' beer business, which also inclu...










