Modelo Sales Suffer Under Immigration Rules
Constellation Brands says Trump’s immigration ban has spooked Latino shoppers, hurting Modelo sales.
About half of Modelo’s U.S. customers are Hispanic, and its sales to retailers fell 1% last quarter—the first drop since Constellation acquired the U.S. rights to Modelo, Corona, and Pacifico in 2013.
Analysts say immigrants are avoiding liquor stores in Southern California and Texas because they must show identification. Additionally, some people have stopped shopping at supermarkets after 6 p.m. to avoid evening immigration raids.
Constellation’s research shows Hispanic consumers are also feeling the impact of rising prices and job losses in industries where they make up a large share of the workforce.
It turns out that even beer isn’t safe from immigration policy.
