'The choice of the people': How Modelo and Corona maker Constellation Brands won the loyalty of Hispanic consumers in the U.S.

In this article STZ ABI-BE Packages of Modelo Especial beer are displayed for sale in a grocery store on June 14, 2023 in Los Angeles, California. Mario Tama | Getty Images Modelo cans have become part of the fabric of events for Rio Riojas' family and community in Lansing, Michigan. The 35-year-old often finds himself opting for the brand at grocery stores or bars. The beer has become, in his words, "synonymous" with gatherings, ranging from small hangouts to birthday parties. "It's definitely the choice o ...