29 min
How Modelo became America’s #1 beer. And it’s not what you might think. The Closer: Deals Change the World
-
- Business
Last summer, a Mexican beer overtook the longtime favorite Bud Light as America’s best-selling beer. It happened amid a customer boycott against Bud Light for a marketing campaign featuring transgender social media personality Dylan Mulvaney. But the story of how Modelo knocked Bud Light from its perch is about much more than a marketing u-turn. It’s an antitrust tale that includes the Department of Justice, and one lawyer in particular, along with a once little-known wine and spirits company from upstate New York. Featuring Ina Verstl, a Munich-based journalist who covers the global beer industry.
For more from The Closer and to subscribe to our newsletter, visit www.thecloser.fm.
The Closer is a Project Brazen production. Subscribe to Brazen+ on Apple Podcasts or at brazen.fm/plus and get exclusive bonus episodes for The Closer and all our shows, as well as ad-free listening and early access to new podcasts.
For more fearless storytelling visit brazen.fm, home to all our podcasts, documentaries and newsletters. At Brazen, we show you how the world really works – from espionage and corruption to deal-making and organised crime, we’ll take you inside stories from hidden worlds.
Last summer, a Mexican beer overtook the longtime favorite Bud Light as America’s best-selling beer. It happened amid a customer boycott against Bud Light for a marketing campaign featuring transgender social media personality Dylan Mulvaney. But the story of how Modelo knocked Bud Light from its perch is about much more than a marketing u-turn. It’s an antitrust tale that includes the Department of Justice, and one lawyer in particular, along with a once little-known wine and spirits company from upstate New York. Featuring Ina Verstl, a Munich-based journalist who covers the global beer industry.
For more from The Closer and to subscribe to our newsletter, visit www.thecloser.fm.
The Closer is a Project Brazen production. Subscribe to Brazen+ on Apple Podcasts or at brazen.fm/plus and get exclusive bonus episodes for The Closer and all our shows, as well as ad-free listening and early access to new podcasts.
For more fearless storytelling visit brazen.fm, home to all our podcasts, documentaries and newsletters. At Brazen, we show you how the world really works – from espionage and corruption to deal-making and organised crime, we’ll take you inside stories from hidden worlds.
29 min