Miller Lite Is No Longer Chicago’s Top Selling Beer
There's a new king of beers in Chicago and it's probably not what you expect.
ChicagoTribune - After years as a stronghold for Miller Lite, Chicago has become increasingly thirsty for a feisty challenger: Modelo Especial, which this year marked a major local milestone when it surpassed Miller Lite in dollar sales.
Just 4 years ago in 2016 Modelo trailed Miller Lite by $20 Million in sales. Last year Modelo out-earned Miller Lite by $3 million, bringing in $70,5 and $67.5 million respectively.
Two reasons given for this are the fact that Modelo began targeting their advertising outside the Hispanic market and the extreme shift from macro to microbrews has significantly cut into Miller's sales.