Trump’s Immigration Crackdown Is Hitting Mexican Beer Sales Hard—Here’s Why
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.
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.
