Exclusive: Impact Unveils Its Beer And FMB “Hot Brands”
July 3, 2025Impact’s latest “Hot Brands” list for the beer, cider, and flavored malt beverage (FMB) categories is comprised, not surprisingly, of perennially strong-performing Mexican beers imported by Constellation Brands, a sprinkling of domestic brews, and a growing number of FMBs.
The grouping also highlights emerging sub-categories such as non-alcoholic brews and hard teas, signaling beer marketers’ continued expansion into segments beyond traditional beer. Despite the overall volume decline for the U.S. beer industry, some 34 brands are recognized for their 2024 performances, including 16 labels named to the list for the first time.
Hot Brand honors are awarded to established brands with double-digit growth in 2022, 2023, and 2024; established brands with at least 15% growth last year; brands among the top 10 in their respective categories with at least 5% growth in 2024 and at least 15% growth since 2021; and significant new products.
Imports outnumbered domestic beers among Hot Brands last year, seven to five, although the pace of growth for leading Mexican brews is mostly slowing. FMBs and hard ciders, meanwhile, dominated the list in terms of entries, accounting for 22 out of the 34 brands named. Of those 22 labels, 14 were new to the list, demonstrating the churn in popular brands, styles, and flavors that has come to characterize the FMB category.
Thirteen labels named Hot Brands in 2023 dropped off the list last year, with nine of those brands posting a volume decline in 2024. Three brands on last year’s list—Athletic non-alcoholic brew, Pacifico from Mexico, and Modelo Ranch Water—posted an improved sales performance in 2024 versus the year prior.
The full beer, cider, and FMB Hot Brands list, along with data and analysis, appears in the June 1&15 issue of Impact. Click here to subscribe.
| Top Five Impact “Hot Brand” Beer And FMB Labels By Volume1 (millions of 2.25 gallon cases) |
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| Brand | Company | Origin/Type | 2023 | 2024 | Percent Change1 |
|
|---|---|---|---|---|---|---|
| Modelo | Constellation | Mexican Import | 196.2 | 210.0 | 7.0% | |
| Twisted Tea | Boston Beer Co. | FMB | 42.5 | 47.0 | 10.5% | |
| Coors Banquet | Molson Coors | Domestic | 23.6 | 26.2 | 11.0% | |
| Pacifico | Constellation | Mexican Import | 20.7 | 25.2 | 21.5% | |
| Modelo Chelada | Constellation | Mexican Import | 22.1 | 23.2 | 5.0% | |
| Total Top Five2 | 305.1 | 331.6 | 8.7% | |||
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1 Based on unrounded data. |
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