Mexican beer faces a complex scenario in the United States: tariffs of up to 25% and the Trump administration’s immigration policies are directly impacting brands such as Corona, Modelo, and Pacífico. These beers represent between 82% and 84% of the volume imported into the US and generate more than 6 billion dollars annually in exports for Mexico. Immigration operations by ICE and the Border Patrol have also cooled consumption in Latino bars and restaurants, affecting the brands’ momentum.
The increase in costs due to tariffs is forcing importers and companies like Constellation Brands to adjust prices and margins, which could be passed on to the consumer. “When companies cannot absorb the extra cost, the impact ends up in the drinker’s pocket,” notes Aaron Staples, an economist at the University of Illinois.
Despite these challenges in the US, Corona Extra and Modelo Especial maintain their global value. In the 2026 Brand Finance Global 500 ranking, Corona holds the 181st position and Modelo Especial the 325th, being the only Mexican beers on the list, with values of 13.4 billion and 7.1 billion dollars, respectively. Felipe Ambra, VP of Marketing at Grupo Modelo, highlights that innovation maintains the essence of the brands.
Sporting events such as the 2026 World Cup and the Concacaf Champions League represent opportunities to reinforce brand presence. Caliente.mx will debut as an official sponsor of the Concacaf Champions Cup and the W Champions Cup, consolidating alliances in regional soccer.
