Modelo targets growth in sober-curious segment

In a milestone expansion for the top-selling beer brand in the United States, Modelo has officially launched its first-ever non-alcoholic offering, Modelo Chelada Limón y Sal Non-Alcoholic.

The move strategically positions the brand to capture the rapidly growing "sober-curious" market while leveraging the established success of its flavored michelada lineup.

The new product arrives at a time when consumer behavior is shifting toward moderation, with approximately 14.2 million US households now participating in the non-alcoholic category. Industry forecasts suggest this momentum will only accelerate, as the low- and non-alcoholic segment within the chelada space is expected to grow by 50% over the next 24 months.

According to Logan Jensen, vice president of brand marketing at Modelo, the decision to lead with the Limón y Sal flavor was based on its status as a fan favorite for over six years. The brand’s goal was to provide a choice that delivers the same "authentic sabor" consumers expect from the standard lineup without requiring a compromise on taste. The non-alcoholic version maintains the signature profile of lime, salt, and crisp Mexican beer, but with a reduced caloric footprint of just 60 calories per 12 oz. can.

This launch is a central component of Constellation Brands’ broader "mindful consumption" strategy. By adding a non-alcoholic Modelo to a portfolio that already includes Corona Extra Non-Alcoholic and smaller format options like the seven-ounce Modelito, the company is aiming to provide versatile options for various social occasions.

The product is now rolling out in major Modelo markets, including New York, Texas, Florida, California, and Illinois. Available in 12 oz. six-packs, the new offering is line-priced with its alcoholic counterparts and Corona’s non-alcoholic variant to ensure accessibility for consumers exploring alcohol-free alternatives this year.

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