USA: Mexican beer sales hit hard by Trump�s immigration crackdown

Constellation Brands is a leading U.S. beverage alcohol company known for distributing popular Mexican beers like Corona and Modelo. It also has a diverse portfolio that includes wine and spirits. As of late, it reported that President Trump�s immigration policies are harming sales among Hispanic consumers, who make up roughly half of the company�s market, Foodbeast reported on June 6.

CEO Bill Newlands noted that fears of deportation and potential job losses have led to reduced spending from this target demographic.

Despite Modelo becoming America�s top beer brand in 2023, Constellation is now facing new challenges. Nielsen data indicates that beer purchases among Hispanic consumers have declined by 7% to 9% in 2025, which could be an indicator that social gatherings, which include beer consumption are diminishing due to increasing consumer anxiety regarding prices.

How does a massive company such as Constellation survive this turbulent time? The solution is in the people. The company must broaden its marketing strategy to appeal to a wider audience beyond its traditional Hispanic base. Newlands mentioned that increased advertising is yielding some positive returns. Only time will tell whether marketing toward a wider audience will help combat the decreased sales along with the fact that the next generation of consumers�aka Gen Z�who we know are looking for better-for-you beverage alternatives.

In light of these issues, Constellation revised its sales growth projections for its beer business down to 0%-3%, from an earlier forecast of 7%-9%.

With immigration and employment challenges already in play�and 85% of the company�s revenue tied to imports�these hurdles aren�t going anywhere. As the market shifts daily and tariffs remain volatile, uncertainty continues to fuel disruption across the board.