Name: Modelo 如何利用數據成為美國頂級啤酒 | WSJ The Economics Of (How Modelo Used Data to Become America’s Top Beer | WSJ The Economics Of)
Uploaded: 2025-02-14T03:45:47.000Z
Duration: 7 min 10 s

這是你應得的，所以要高高舉起。

We're gonna turn now to the battle of the beers.

The Wall Street Journal reported that Modelo has overtaken Bud Light as America's top beer.

據《華爾街日報》報道，Modelo 已取代百威淡啤成為美國最暢銷的啤酒。

You may think Modelo dethroned Bud Light after this.

你可能會認為，在此之後，Modelo 取代了百威淡啤。

And Bud Light sent me possibly the best gift ever, a can with my face on it.

百威淡啤給我送來了可能是有史以來最好的禮物--一個印有我臉的罐子。

Well that's partly true, but it's not the whole story.

I had the privilege of being President Obama's antitrust chief.

我曾有幸擔任奧巴馬總統的反壟斷主管。

He filed a lawsuit that changed everything for the brand, putting the imported Mexican beer on the path to take down the king of beers, Bud Light.

他提起的訴訟改變了該品牌的一切，使墨西哥進口啤酒走上了打敗啤酒之王百威淡啤的道路。

It's a world that changes all the time, but what's important never changes.

這個世界一直在變化，但重要的東西從未改變。

But change came in 2012 when Anheuser-Busch InBev looked to merge with Grupo Modelo, the brewer of Modelo Especial and Corona.

但變化出現在 2012 年，當時安海斯-布希英博尋求與 Modelo Especial 和 Corona 的釀造商 Grupo Modelo 合併。

I started at the Justice Department in early January of 2013, and the biggest first matter before me was an investigation the staff had into the effort by AB InBev to acquire the worldwide rights to Modelo.

我於 2013 年 1 月初開始在司法部工作，擺在我面前的第一件大事是工作人員對百威英博收購 Modelo 全球版權的調查。

That year, AB InBev, maker of Bud Light, along with Miller Coors, made up about 65% of the U.S. beer market.

這一年，百威英博、百威淡啤的製造商百威英博和米勒-庫爾斯（Miller Coors）佔據了美國啤酒市場約 65% 的份額。

What our investigation found was that every year InBev, ABI, and Miller Coors would raise prices.

我們的調查發現，英博、ABI 和米勒-科爾斯每年都會提價。

Modelo kept their prices stable and began to grow market share.

Modelo 保持價格穩定，並開始擴大市場份額。

They were competing on the merits and they were winning, and it appears that AB InBev didn't like that idea at all.

他們在競爭中獲勝，而百威英博似乎一點也不喜歡這種想法。

So the government's antitrust lawyers advised the world's biggest beer maker it'd have to sell the U.S. rights to Modelo Especial before buying the company.

是以，政府的反壟斷律師建議這家全球最大的啤酒製造商在收購 Modelo Especial 之前，必須先出售其在美國的經營權。

We said, you need InBev to completely divest any interest in Modelo as it relates to the United States.

我們說，你們需要 InBev 完全剝離在 Modelo 的任何利益，因為它與美國有關。

And I said, well, I may be crazy, but if you don't agree to that, we're going to sue.

我說，我可能是瘋了，但如果你不同意，我們就起訴。

And they hemmed and hawed, and so I sued them.

他們猶豫不決，於是我就起訴了他們。

After that, AB InBev agreed to sell the U.S. rights to Modelo Especial to Constellation, a third beverage company that mostly sold wine and spirits, but also imported Modelo Especial to the U.S.

之後，百威英博同意將 Modelo Especial 在美國的銷售權出售給 Constellation，後者是第三家飲料公司，主要銷售葡萄酒和烈酒，但也向美國進口 Modelo Especial。

We knew with them as an independent owner of Modelo, they'd have every incentive to grow the brand, maintain the quality, introduce new brands, incentives that InBev just would not have had at all.

我們知道，如果他們成為獨立的 Modelo 所有者，他們將有一切動力來發展品牌、保持品質、引進新品牌，這些動力是 InBev 完全沒有的。

Modelo and its new parent company had a long way to go to dethrone Bud Light.

要想取代百威淡啤，Modelo 及其新母公司還有很長的路要走。

So Constellation began looking at its marketing.

於是，Constellation 開始審視自己的市場營銷。

It starts with creating that universal broad appeal across all types of consumers and then expanding our investment and moving into English language and telling that story to more people.

首先，我們要在所有類型的消費者中創造出普遍而廣泛的吸引力，然後擴大我們的投資，轉而使用英語，向更多的人講述這個故事。

They launched a new campaign running ads like this.

他們發起了一項新的活動，播放這樣的廣告。

During live multicultural sporting events to reach new audiences.

在現場直播的多元文化體育賽事期間，向新閱聽人進行宣傳。

The fight clock is brought to you by Modelo.

Sales ticked upwards as more people drank Modelo.

隨著喝 Modelo 的人越來越多，銷售額也不斷攀升。

And that data was presented to retailers using a Constellation program called Shopper First Shelf.

這些數據通過一個名為 "購物者第一貨架 "的 Constellation 計劃提供給零售商。

We do a lot of research behind the scenes.

We lay out the optimal flow of the beer aisle that will maximize retail sales for the retailer, which then also helps our distributor partners and helps grow the overall beer category.

我們規劃出啤酒貨架的最佳流程，從而最大限度地提高零售商的零售額，這也有助於我們的經銷商合作伙伴和整個啤酒品類的增長。

They said stores could increase sales by arranging Modelo in a vertical line with Corona to the left.

他們說，商店可以通過將 Modelo 排成一條垂直線，將 Corona 放在左邊來增加銷售量。

What's interesting is Modelo, despite as big a brand as it is, the brand awareness of Modelo is actually much, much lower than of Corona Extra.

有趣的是，儘管 Modelo 是一個大品牌，但它的品牌知名度實際上比 Corona Extra 低很多很多。

The idea was that consumers would see Corona first and then intuitively look to the right and find Modelo.

我們的想法是讓消費者首先看到 Corona，然後直觀地向右尋找 Modelo。

They also recommended that Modelo be shelved in the refrigerators since most imported beer is purchased to be consumed within six hours.

他們還建議把 Modelo 放在冰箱裡，因為大多數進口啤酒都是在購買後 6 小時內飲用完的。

Inside the refrigerators, Constellation recommended it be placed at eye level and near the door handle to maximize visibility.

在冰箱內，Constellation 建議將其放置在與視線平齊的位置，並靠近門把手，以最大限度地提高能見度。

They found beers that moved from hinge to handle position increased sales by 8%.

他們發現，從鉸鏈位置轉到手柄位置的啤酒銷量增加了 8%。

Modelo Especial has enjoyed really high velocities for a long time.

長期以來，Modelo Especial 一直享有非常高的速度。

When we have really high velocities, what's important is that we get enough space on the shelf so that we have enough inventory so the shelf isn't empty.

當我們的速度非常快時，最重要的是在貨架上留出足夠的空間，這樣我們就有足夠的庫存，貨架就不會空著。

Constellation pushed retailers for more shelf space for Modelo because it was selling so quickly.

由於 Modelo 賣得太快，Constellation 向零售商爭取了更多的貨架空間。

By the end of the 2021 calendar year, Modelo Especial had passed AB InBev's Michelob Ultra to land the number two spot by retail store dollar sales.

到 2021 年年底，Modelo Especial 已超過百威英博的 Michelob Ultra，成為零售店美元銷售額排名第二的產品。

That jump was partially fueled by a push to shift Modelo's consumer base.

這一飛躍的部分原因是推動了 Modelo 消費群體的轉變。

In the 2019 fiscal year, Modelo's consumers were about 70% Hispanic.

2019 財年，Modelo 的消費者中約 70% 是西班牙裔。

And that population has been growing, helping to drive sales.

而這些人口一直在增長，有助於推動銷售。

But Constellation was really pushing to give the brand a mass market appeal.

但是，Constellation 確實在努力使該品牌具有大眾市場吸引力。

Now, about 45% of Modelo's consumer base is non-Hispanic.

現在，Modelo 大約 45% 的消費者是非西班牙裔。

兩者都推動了更多的市場份額。

With all of that growth, analysts projected that Bud Light was on track to lose its top spot to Modelo as early as 2024.

分析師預計，隨著所有這些增長，百威淡啤最早在 2024 年就會失去其在全球的領先地位。

But they probably didn't anticipate Bud Light's sales falling as dramatically as they did.

但他們可能沒有預料到百威淡啤的銷量會下降得如此之快。

Anheuser-Busch says Bud Light's U.S. market share has stabilized and that it will win back drinkers by staying away from controversial topics.

安海斯-布希公司（Anheuser-Busch）表示，百威淡啤的美國市場份額已趨於穩定，它將通過遠離有爭議的話題來贏回消費者。

Since the boycott, the company has worked on new Bud Light ads like this, emphasizing ties to football and country music.

自抵制行動以來，該公司又製作了新的百威淡啤廣告，強調與橄欖球和鄉村音樂的聯繫。

AB InBev also said, Let's not forget millions of people still choose Bud Light each day.

百威英博還表示："不要忘記，每天仍有數百萬人選擇百威淡啤。

And year to date, Bud Light remains number one in volume sales.

迄今為止，百威淡啤的銷量仍位居第一。

Modelo's rise is really the result of changing demographics, changing consumer tastes and savvy marketing on the part of Constellation.

Modelo 的崛起其實是人口結構變化、消費者口味變化和 Constellation 精明營銷的結果。

And then to sort of top it all off, this Bud Light boycott blew it out of the water.

然後，百威淡啤的抵制行動又將這一切推向了高潮。

We expected we would be in this position maybe a year or two from now.

我們預計，也許一兩年後我們就會處於這種境地。

So it did happen a little bit earlier than expected.

是以，它的發生確實比預期的要早一點。

But what we're focused on now is how do we maintain this position going forward?

但我們現在關注的是，如何在未來保持這一地位？

Now Modelo is on track to have greater dollar sales for the full year of 2023.

現在，Modelo 公司有望在 2023 年全年實現更高的銷售額。

So it looks to be solidifying its place as the top beer in America.

由此看來，它作為美國頂級啤酒的地位正在不斷鞏固。

To give the American consumer choice is what competitive markets is all about.

讓美國消費者有選擇的餘地，這就是競爭性市場的意義所在。

And it's up to Constellation to keep going.

They clearly have the momentum and the consumer demand on their side.

顯然，他們的勢頭和消費者的需求都站在他們這一邊。