The battle for America's beer drinkers

Bud Light was the king of beers for a long time in the United States. Sure, its sibling brand, Budweiser, had the formal title, but based on sales, the lighter lager was on top for decades. A couple of years ago, in the face of a cultural firestorm and changing consumer tastes, Bug Light lost its crown. Mexican-made Modelo took its place as the top-selling beer in America in retail, becoming the new rey of beers, if you will. Now, politics may be scrambling the beer space again, and not in Modelo's favor.
To back up a bit, 2023 was tough for Bud Light. That spring, it sent Dylan Mulvaney, a transgender influencer, a handful of beer cans as part of a marketing campaign, and all hell broke loose. The incident sparked an enormous backlash among conservatives, including widespread calls for boycotts. While most of the time, these types of consumer upheavals are ineffectual and short-lived, that wasn't the case for Bud Light. It saw a meaningful decline in sales.
The same year, Modelo surpassed Bud Light as the best-selling beer in the US. While the Bud Light dustup may have accelerated the flip, Modelo's advance had been coming for a while. Bud Light had been experiencing declines for years. Meanwhile, Modelo was growing consistently, riding the wave of growing consumer interest in imported beers and America's growing Hispanic population, which likes Modelo, in particular.
Whereas 2023 was a rough ride for Bud Light, 2025 might be similar for Modelo. The brand is still going strong, but political developments like tariffs and immigration crackdowns may be a blip that could, once again, accelerate ongoing consumer trends in the beer industry. That doesn't mean Bud Light will vault back to the top — one of its sister brands, Michelob Ultra, is giving everyone a run for their money. As Kate Bernot, the lead analyst at Sightlines, which researches the alcohol industry, puts it, "Michelob Ultra has just been quietly doing its thing and killing it."
Dave Infante, who writes a Substack about drinking called Fingers, tells me that given what happened a couple of years ago, the beer industry is likely building in "contingency plans for these major shifts" and steeling itself for more upheaval.
"The industry just saw a major tectonic shift in 2023 and understands that if such a thing happens again with Modelo, opportunities are going to ripple out from it," he says.
Executives at Constellation Brands, the company behind beers such as Modelo and Corona, have been open about the fact that the policies emanating from the White House are creating some serious what-ifs.
First, there are tariffs. While Mexican-made beer isn't being hit with an import tax, the cans it comes in are, thanks to a 25% tariff on aluminum.
"They basically brew all their beer in Mexico and they sell it in the US," Garrett Nelson, an equity research analyst at CFRA Research, says. "Thirty-nine percent of their beer is shipped in aluminum cans, and that's still subject to the 25% tariff."
The industry just saw a major tectonic shift in 2023 and understands that if such a thing happens again with Modelo, opportunities are going to ripple out from it.
TD Cowen estimated that the aluminum tariffs could cost Constellation $1 billion annually. In its most recent earnings call, Constellation disappointed investors with its guidance outlook. Most analysts I spoke to for this story, however, say the tariffs as they currently stand won't be a killer for Constellation or its customers. The aluminum tariffs will hit its competitors who import the material as well, Bernot says, and the company can likely absorb the cost hit without customers seeing a massive spike in Modelo's price.
And if Constellation does need to raise prices, their consumers will probably be OK paying some of that increased cost.
"They're confident enough in the grip of their brands that they can increase prices a little more easily without consumer pushback than, say, a Bud Light or some other domestic brand," Nelson says. Part of Bud Light's problem has been that it's pretty easy for consumers to swap out for a Coors Light or a Miller Lite. Modelo's loyal drinkers are a little stickier.
Kaleigh Theriault, an associate director of beverage alcohol thought leadership at NIQ, points out that amid post-pandemic inflation in 2022, domestic beer brands raised prices more than imports, giving imported brands like Modelo a little more room now.
"Domestic beer has taken up price so much over the past two years that consumers and shoppers have sort of turned away, or they've recognized how much domestic beer prices have increased, and that might be influencing their purchase of imports or that might be kind of the reason that they're slowing down their purchasing of domestic beer or just beer overall," Theriault says.
While the outlook isn't too scary now, President Donald Trump's trade war and tariff tactics have been volatile. He's t hreatened to put tariffs on all goods from Mexico in the past, and while the liquid in the beer cans isn't subject to tariffs now, there's no guarantee that won't change.
Modelo's headaches may be more acute when it comes to the president's immigration crackdown and the anxieties it's causing. Immigration raids and the Trump administration's hostile approach to foreigners living in the United States may be putting some Hispanic consumers on edge. They're worried about shopping, in case they're asked to show ID, staying home more, and may be pulling back on spending in the event someone from their household is detained. And like many consumers across demographics, they're under pressure economically.
"They're afraid to go shopping, whether they're here illegally or they're here illegally, that Hispanic shopper is afraid to go out," Bump Williams, an alcohol industry consultant, says. He recently conducted a survey of about 200 Hispanic families, and two-thirds of them said they had changed shopping behavior or were concerned about going shopping. Williams also says retailers in heavily Hispanic markets have reported declines in foot traffic. Jefferies analysts recently wrote in a note to clients that there appears to be a correlation between encounters at the Mexican border and consumption trends.
Hispanic consumers represent about half of Constellation's overall beer business. In the company's most recent earnings call, the company's CEO, Bill Newlands, said that two-thirds of Hispanic consumers were "concerned about higher prices on things like food, gas, and other essentials," and over half were "concerned relative to immigration issues." They're also worried about job losses in industries with a high number of Latino employees.
"What does that do? That has tended to mean that the consumer has pulled back on spending on a number of categories," Newlands said. Beer is quite a ways down the list compared to other areas of spending, such as on restaurants, he added, "but it's certainly on the list, because things like social gatherings, an area where the Hispanic consumer often consumes beer, are declining today as part of these overarching concerns that they have."
Constellation Brands and AB InBev did not respond to requests for comment for this story.
Current troubles for Constellation and its brands, such as Modelo and Corona, aren't likely to be a full-blown disaster. But they may represent an opportunity for competitors, including Anheuser-Busch InBev, to make some inroads.
Bud Light has done a lot to try to claw back consumers from its 2023 snafu, including becoming the official beer sponsor of the UFC in 2024 and generally trying to keep its marketing as uncontroversial as possible. Still, it's been on the downswing for a while — its volumes peaked in 2008.
"Bud Light's not going to be the comeback winner on this one," Williams says. While the brand has managed to stop much of the bleeding from 2023 and 2024, it's still declining. "It's got a very slim chance to reclaim the title of the No. 1 brand in the country."
Recent data from the National Beer Wholesalers Association and Fintech, a payments company in the alcohol space, found that in the first quarter of the year Bud Light saw the biggest loss of market share in on-premise purchases (think restaurants and bars) as well as off-premise retail purchases (think grocery stores or gas stations) of the top 10 alcohol brands it tracks. While Bud Light remains quite popular, it's not on the growth track. The opposite is true for another AB InBev brand, Michelob Ultra. Per the NBWA and Fintech, Michelob had the biggest share gain during the first quarter of the year.
"Michelob Ultra now, for all intents and purposes, is Anheuser Busch's flagship beer, its star beer," Bernot says. "It's a really strong brand."
Michelob's gains may not necessarily be Modelo's losses — the latter remains the No. 1 imported beer, has a loyal customer base, and, as mentioned, may have some room to push up prices if it needs to. Modelo's customers aren't switching brands; some of them may just temporarily be buying less of it. In contrast to Bud Light, Michelob has a better-for-you air to it. It's marketed as low-carb and low-calorie and leans into a health angle, as an option that can be part of a fit lifestyle. To many consumers, Bud Light feels more regular and generic, even if it's also a light beer.
The three brands may be locked in a tight race for America's beer crown, but that's because Modelo, Bud Light, and Michelob all appeal to a wide array of consumers. If Hispanic consumers are pulling back on Modelo purchases, that probably means they're buying less Bud Light and Michelob, too. If their customers do start to switch up habits, it's not clear they'll be swapping one for the other. If you give up on Bud Light, you're probably going to go for a Coors Light or Miller Lite first. If Modelo gets too pricey, you may look for another premium or import brand.
To a large extent, these brands' fates are in their own hands. Bud Light is trying to get back drinkers it lost and attract new ones. Modelo has a pretty unique appeal that is very much at the center of its US parent company's overall strategy.
"That brand is able to command that premium price point because of long-standing American consumer attraction to the exoticism and the vision of paradise that marketers have really been able to shape around the Corona and to some extent the Modelo brands," Infante says. "And Modelo also has a really compelling marketing campaign that it ran for many years about the 'fighting spirit' that really resonated."
Beer overall is just having a tough go of it in general.
As for Mich Ultra, its image as the healthier option boosts its appeal — it's for after-work drinks, but also after-run drinks or an afternoon on the golf course. In fall 2024, Michelob Ultra Zero was introduced, a nonalcoholic option meant to capitalize on the growing NA trend. It's a marketing opportunity for the flagship brand to generate excitement, solidify the wellness-conscious halo around it, and take up more store space with both alcoholic and nonalcoholic options.
The analysts I spoke to were mixed on whether this meant Michelob could depose Modelo. Thierault thinks it's unlikely Michelob will become first anytime soon. Williams, on the other hand, says Michelob Ultra "has a really good shot at surpassing Modelo Especial as the No. 1 beer brand in the United States this year."
Ultimately, it may be long-term structural trends that are more important, just as they were when Modelo surpassed Bud Light in 2023. In that scenario, Modelo continues to grow, despite hurdles, just like Michelob. Bud Light remains quite popular, especially in draft and at bars, but its overall fortunes don't appear to be on track to reverse.
The beer industry's leaderboard could shift again, depending on politics, perception, and pricing power. But if and when that happens is still TBD. In the meantime, beer as a sector is not having a blockbuster year anyway.
"Beer overall is just having a tough go of it in general," Bernot says. "It's important to put any certain brand declines or struggles in the larger picture of beer is just not doing great."

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19 hours ago

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28 Cratejoy Subscriptions To Treat Yourself To

A box full of Mexican candy and snacks that'll excite your tastebuds as they go on a new adventure of flavors you may have never tried or even seen before. Promising review: "Remember when you were a child and you got a piece of candy? How much joy did you get from that moment, for whatever reason? Basically, it was just so much happiness because sugar is life for kids. Whenever I was given Mexican candy, I was always really happy because it wasn't just was sweet and spicy, or sweet and salty, or a combination of all three. It was a special treat that I enjoyed. Now here I am as an adult (or close to it) and I find MexiCrate. Literally my new favorite thing. It reminds me of some old favorite candies, as well as some new ones that I've never tried and that is the best thing ever. I highly recommend you try this if you have a love for Mexican candy or just love to try some interesting sweet options. You won't regret it!" —Nic $26.39+/month A resin art kit to create gemstone vanity trays, resin lamps with built-in lights, a free-form geode with real crystals, or even a resin river charcuterie board. IDK about you, but resin crafts have always piqued my interest, and I've been too scared to try them myself. This is the perfect way to get started! The kit comes with everything you need to create your work of art!Promising review: "I REALLY loved my boxes!! I ordered a six-month subscription, and each box I have received has been a fun and interesting art project. I have tried many art forms before and now have learned new ones! If I had any questions, everything was answered quickly and in an understandable, manner. I love this!!" —Julie $58.32+/month A cocktail kit so you can be your very own professional bartender, whipping up delicious drinks without any thought of what to put in them. You even get to specify your fave types of alcohol so you don't get stuck with tequila (🤢) if you're a vodka lover. Each kit serves 6–8 review: "I love my monthly cocktail kit from Cocktail Courier. It's a really great value, and my eyes and palate have been opened to cocktails I'd normally never have tried. All ingredients necessary (except ice) are included, and the instructions are very easy to follow. This will not strain your bartending capabilities (just get a good shaker). As for logistics, you can choose a delivery frequency that works for you, exclude spirits you don't care for, and easily swap for another kit if the first choice doesn't appeal. This is by far my favorite splurge of the last year." —Kelly $40.25+/month (available in standard and non-alcoholic versions) A charcuterie experience with all the meats, cheese, crackers, and accoutrements you could need. PLUS instructions on how to lay it out to create a work of art instead of a hodgepodge of finger foods. Promising review: "Opening my box was an absolute joy from the beginning. I, not the most artsy person in the world, would have just scattered all the meats and cheeses on the board and called it a day. But right on top is a step-by-step guide for building your board that you can follow to a tee, or take any direction you'd like and have fun with it. It's all about the presentation with these things. But the real icing on top… is the little honey stick you get alongside all of the amazing food. It's so cute and fun. This box is all about the details from start to finish." —Matthew $66.58+/month (available in two sizes) A box for bath lovers carefully curated with salts, scrubs, and bombs that fit a theme for each month. You're going to enter a state of relaxation just opening this box. Imagine how serene it'll be when you actually use the products. Each box contains 5–7 items, including bath bombs, bubble bath, bath salts, whipped soap scrubs, and more! There's even a tubless option if you wanna enjoy amazing body products but don't enjoy taking baths. Promising review: "This is a really, really great box! Only got one so far, but the bath bombs were probably some of the BEST I've ever used. Loved the whipped soap and lotion. Everything was wonderful. Cannot wait to see what I get next month!!" —Mindy $39.56+/month A sock subscription perfect for anyone who loves to express themselves through goofy clothes. This is a great option for people who have a more formal dress code at work but still want to be an individual. Kind of like a mullet but for your outfit... business on the top, party on your feet. Promising review: "These are the most comfortable socks I have ever worn. And now I am known as the lady with the fun socks. I renewed with the 12-month subscription so I will always have fun, comfortable socks." —Robin $11.91+/month (available in men's and women's sizes) An artisan soap box with picks that are handmade in small batches so you can feel good about the ingredients. Reviewers rave about how amazing they smell and that the scent actually lasts. Promising review: "Good quality ingredients, dense creamy soap, does not dry out skin. Great aromas that aren't the typical boring ones. Very good soap! This is the opinion of a soap maker. 🙂" —Willow $9.33+/month (boxes come in three quantities of soap) A box full of comic books curated by comic bookstore owners, so they really know what they are doing when selecting your monthly collection. From Scooby Doo and Disney to Power Rangers and X-Men, there is something for everybody. Each month the box will include six new comic review: "Our family LOVES Comic Crate! We have been getting a monthly subscription for a few years now. My son has grown up reading these comics and loves them so much! If he doesn't like a certain type of comic that is sent (which rarely happens), he sends a postcard requesting something different, and Comic Crate is so responsive and always strives to meet his reading needs! We are so impressed and look forward to new comics every month!" —BrittanyPrice: $30.83+/month A luxury candle box with way better scents and quality than those big name brand stores. Annnnd these are nontoxic, vegan, and cruelty-free, so you can feel good while making your house smell good, too. These candles are hand-poured in small batches using 100% soy, premium fragrances, essential oils, and a cotton wick. They burn for 60–80 hours, depending on the size you review: "I'm a big candle-lover, but I can attest that these are truly the best candles. They are beautiful and smell so good! I give them as gifts regularly, and then those recipients buy more of them on their own. They are the shining star of my kitchen. I love it when people walk into my house and say, 'What is that?? It always smells so good in here!' It's the best compliment and I'm happy to share the secret — it's these candles!!" —Anne W. Price: $40+/month (available in two candle sizes) A dog and ~pawrent~ relaxation box because you deserve to treat yourself, but your fur baby also deserves to feel the love. You guys will each love your individual goodies, but I'm willing to bet the favorite will be pretty much anything matching so you and your pup can be twinsiessss. Each box comes with a mixture of relaxation rituals, self-care goodies, dog toys, dog treats, accessories for you and your pupper, and review: "What a treat for me and my dog! I ordered the Dog Mom VIP box for myself, and it was so much fun to receive. The box and packaging are beautiful, so opening it felt like a real treat for me! My dog loved the toy and treats (the stuffed eggnog fit perfectly in his mouth, and he has been walking around squeaking it for days). I really enjoyed the bath salts and bath bomb. (They were rose scented, which happens to be my favorite scent!) There were matching scarves inside for me and my dog. I never thought about purchasing something like that for myself, but I have really enjoyed our matching outfits! So stylish!" —Jane $49.99+/month A box that'll help you learn to sketch and paint different plants and animals with step-by-step instructions and video guides. The Louvre is already preparing for your upcoming exhibition. It comes with high-quality paint and watercolor review: "WOW! I absolutely loved this gift! Everything was very high quality and so beautifully packaged. After completing the lessons, I was inspired to go outside and sketch independently. The video lessons were so relaxing. Just the break I needed. I highly recommend this class! 😍" —Harriet $45/month A book box featuring dramas and thrillers with a ~twist~ that'll have you on the edge of your seat the whole time you're reading. The only problem with this box is you have to wait like 3.5 weeks for the next book since you couldn't put it down and finished it in just a few days. You'll even get some surprise goodies each month! Promising review: "One of my absolute favorite subscription boxes! Everything is so wonderfully curated, shipping time is superb, and customer service at Plot Twist Parcel is unbeatable." —LisaPrice: $17.08+/month A wine club that takes into consideration your palette so you will always like the wines you receive. Just grab some cheese or chocolates and enjoy your new selection. Each box comes with three review: "We're enjoying our wines so much! I absolutely love the description cards and recipes included, and have already tried several. The wines are very well matched to the recipes. So far we've just received whites per my initial subscription survey, but I've requested a change to a mix of red and white and can't wait to try some of the reds or rosé." —Linda $64.99/month A board game box so you can host monthly game nights that don't get boring and repetitive, playing the same thing over and over. Promising review: "Loved getting games each month this winter! It gave my husband and me something to look forward to, and it was fun trying out new games we wouldn't typically pick out!! Great customer service as well!" —ChristinePrice: $29.99+/month A monthly taste of Italy jam-packed with pastas (obviously), spreads, salami, coffees, chocolates, and so much more. This is what dreams are made of. Speaking of dreams, I wonder if they include Paolo in any of the shipments... Promising review: "I am so excited to open this box every single month. Beautifully wrapped and packaged, even glass items arrive safely. This box always feels like a decadent treat and totally worth the price." —Alise $99.91+/month A baseball card box sure to be a home run for any baseball lover. You may get boxes, packs, cards, supplies, and even things like autographs, game-used relics, and patch cards! You can even specify your favorite team. Promising review: "We got this subscription for our 10-year-old son. He absolutely loves it. He gets a nice variety of cards from his favorite team, along with another pack of mixed teams and players. It's a great price for the amount of cards he gets. Very pleased with this seller and the baseball cards. We renewed the subscription again and can't wait to see what he gets next!" —Ashley $63+/month (available in three versions) An "Escape the Crate" box so you can have all the fun and suspense of an escape room, but from the comfort of your own home. You can expect to spend 2–3 hours on each one, but they're divided into chapters, so you can take breaks if needed. Which is honestly a godsend 'cause I know I can't be the only one who has gone into an escape room only to become very overwhelmed after 30 minutes, wishing we could pause for a little while. This is designed for ages 10+ and can be played solo or with up to six people. The kit comes with envelopes, glossy papers, and props, plus access to a website where you can input codes to see audio/visual elements. Promising review: "We have played over 30 physical escape rooms and as many other board game escape games. We have now played two Escape the Crate games, and they are as fun as any escape game out there and almost as fun as the better escape rooms (especially when you have played most of them around where you live). 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I was gifted the Crumble Crate subscription in the summer of last year and have absolutely loved it. I've been able to learn so many new baking techniques and have loved all the additional baking tools that I didn't have before! I save every recipe card and have been able to enjoy them over and over again — my family has been begging for me to make the lemon poppy seed cake again, one of our favorites!" —EmilyPrice: $47.95+/month An exotic noodles box perfect for any ramen lovers out there who never know exactly which flavor to buy next. You'll get some packaged versions and some bowl versions, but no matter the form, they're all bound to be delicious. Promising review: "The variety of noodle options they offered was really impressive and nicely put together. 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I tell everyone it's a great gift or date idea." —CynthiaPrice: $33+/month A box of Finders Seekers mystery puzzles so each month you can explore a new city through puzzles, codes you'll decipher, and escape room challenges. A jerky snob box that is honestly a STEAL, cause any time I look at jerky, it's like 10 bucks for one bag, and with this, you'll get a variety pack for a much better price. Did you know sweet orange jerky existed? Doubt it! And who knows, you might discover your new favorite flavor. Promising review: "I got this as a gift for a jerky-loving friend. He has loved it. He said that the selection was awesome and the jerky was delicious. He seemed to enjoy getting the package every month. Definitely a great gift and I would do it again." —Melissa $16.49+/month (available with two, four, or eight bags each month)

New York Post

2 days ago

• New York Post

Parents feel ‘fambushed' by teens — who are tracking their every move

It was supposed to help parents sleep at night — now it's their kids who won't leave them alone. Thanks to family-tracking apps like Life360, a new generation of teens has turned the tables on their parents, using the digital leash meant for safety to spy, stalk and score snacks. The trend has been dubbed 'fambushing,' a mashup of 'family' and 'ambushing,' and parents say it's ruining their peace, their privacy — and their queso. Advertisement 3 Family-tracking apps like Life360 were made to keep teens safe — but now the kids are flipping the script, using them to stalk, snoop, and snag snacks on demand. JRstock – 'I can never run errands in peace,' wrote mom Nicole DeRoy in a recent TikTok clip, where she revealed her teen now tracks her every move. 'POV: you downloaded Life360 when your teen started driving to make sure they were safe, but now they track your every move,' she wrote. Advertisement Some moms are even getting surprise visits while dining out. 'When your daughter stalks your location and sees that you're out eating Mexican food,' Chrysta captioned her TikTok video — which documents her daughter stopping by the restaurant. 'I hate Life360.' Jayme Beecher Crosby got hit with the ultimate chip heist when her teen daughter showed up at her restaurant table and helped herself. Advertisement 'When your daughter tracks you on Life 360 & shows up to steal chips/salsa and water,' she wrote. According to Life360, teens — especially the driving-age crowd — now open the app 25% more often than their parents and set 70% more 'Place Alerts,' turning everyday errands into opportunities for freebies or family ambushes. And Gen Z, the first generation of true digital natives, isn't stopping there. Advertisement Between Snap Map and iPhone's location sharing, many teens know where everyone is, all the time — and they're not shy about pulling up. ''Safe' is the number one term that comes to mind for 66% of Gen Z respondents when thinking about location sharing,' Lauren Antonoff, Life360's COO, told Parents. 'Eighty-seven percent of Gen Z respondents said they use the technology for long-distance driving, 80% when visiting new or dangerous places, 77% when going to an event, concert, or festival, and 78% when they are going to party or on a date.' Antonoff adds, '72% of Gen Z women believe their physical well-being benefits from location sharing.' 3 Life360 says teens — especially the ones with car keys — are checking the app 25% more than their folks and setting 70% more Place Alerts to turn errands into ambush ops. sdx15 – Still, even the experts admit this digital snooping can go too far — especially when it's the kids playing parent. 'When teens track their parents and show up unannounced to ask for things like Starbucks or rides, it can blur the line between connection and control,' pediatrician and mom Dr. Mona Amin told the outlet. Advertisement 'If a parent were tracking a teen this way — constantly checking in or popping up — we'd probably call it helicopter parenting.' 'The key is making sure there are agreed-upon boundaries and that teens still learn how to ask, not just access,' Dr. Amin added. 'Parents are people too — and teaching that early helps foster mutual respect.' As previously reported by The Post, nearly nine in 10 Americans say sharing their location actually makes life better — at least according to Life360, the tracking app with 80 million users and counting. Advertisement However, there are still caveats. Connecticut mom Jennifer Long had no problem tracking her teens on Life360 — until the tables turned. 3 If the roles were reversed, and Mom was popping up unannounced? Experts say we'd call it what it is — classic helicopter parenting. Synthex – Advertisement When her daughters spotted she was 'getting some aesthetic work done,' the flustered mama slammed the digital door, blocking them from following her every move. 'It's really more about me watching their safety,' she told The Post. So next time you sneak out for margaritas? Maybe go airplane mode.

USA Today

2 days ago

• USA Today

Fuerza Regida on making history, performing in LA amid turmoil

Beyond hard work and humility, manifestation has been part of Fuerza Regida's recipe for success. Frontman Jesús "JOP" Ortiz Paz remembers watching "Tengo Talento, Mucho Talento" (the Latino version of "America's Got Talent") with his parents at home in San Bernardino, California, and saying, "I'm going to be on that TV. I'm going to be right there," he tells USA TODAY. "Ah, you're crazy," Paz, 28, says his parents responded. That was during a June 2023 interview with USA TODAY ahead of Fuerza Regida's sold-out show at BMO Stadium in Los Angeles, part of their "Otra Peda" tour. Fast forward two years, and the band finds itself reaching new career heights. Fuerza Regida − Paz, along with Samuel Jáimez, Khrystian Ramos, José "Pelón" García and Moisés López − makes its historic debut at both New York's Madison Square Garden June 20 and LA's Hollywood Bowl June 21. They'll be performing their latest album, the 12-track "111XPANTIA," in its entirety. "Us bringing corridos to these venues, I'm pretty sure it's for the first time, so we're really happy that our genre is growing and growing," Paz says ahead of the shows. "We're excited, we've been breaking all these records and making history." Interview: Fuerza Regida on Mexican music going global and why they're the pioneers In May, the all-genre Billboard 200 album charts, saw for the first time Spanish-language albums in the No. 1 and No. 2 spots at the same time − Bad Bunny's "Debí Tirar Más Fotos" and Fuerza Regida's "111XPANTIA," respectively. More than that, it marked Fuerza Regida's highest-charting album to date, and the highest-charting Spanish-language album by a duo or group, or a regional Mexican music album, ever, according to Billboard. With nearly a decade in the industry under their belt, reaching the top of the charts isn't new territory for the group members anymore. Their 2023 album "Pa Las Baby's Y Belikeada" peaked at No. 2 on Billboard's Latin Albums chart and reached the Top 15 of the Billboard 200, and also earned them a pair of awards — Top Duo/Group and Top Latin Duo/Group at the 2023 Billboard Music Awards. With 2024's "Pero No Te Enamores," the band's eighth studio album, Fuerza Regida dabbled in Jersey club music, reggaeton, hip-hop and bachata and embarked on a 76-date tour. Manifestation brought Fuerza Regida new album '111XPANTIA' to life Before Fuerza Regida made its mark in arenas and stadiums all over the United States and Latin America, the band was performing small gigs in backyards and at quinceñeras in 2016. Now, the band boasts numerous chart-topping albums, sold-out stadium and arena shows, multiple brand deals (including their latest partnership with Dos Equis for the Ni Perdón Ni Permiso campaign) and performances on late-night talk shows like "Jimmy Kimmel Live." In January, Paz became the first performer to bring regional Mexican music to Paris Men's Fashion Week during KidSuper's runway show ("It was my first time in Europe and we love fashion as well, so I was like a little kid at Toys 'R Us," Paz says). In 2018, he founded the independent record label Street Mob Records, which has signed other rising stars in the genre, including Chino Pacas, Calle 24, Clave Especial, and more. Still, Fuerza Regida keeps both feet planted on the ground. "We just keep on working hard, that's the key," Paz says. "We just act like we still haven't done anything − act like you haven't hit, act like you just started." López, who plays tololoche for the band, echoed a similar sentiment: "(We) stay working 24/7 and stay hungry," he says. "I've been saying that since I started my career, we work harder than a lot of other artists out there, and that's why I think we're more successful," Paz adds. "We don't just do the artist stuff. I also have my record label, and everything we have is because of all the hard work we've put in. So, of course, you gotta' have a little bit of talent, but the rest is all hard work." Paz and López also break down the meaning of the album's name, "111XPANTIA," which serves as a double entendre for manifestation. "111" is usually regarded as an "angel number" or a lucky sign whenever one comes across it, and "ixpantia" is the Nahuatl word for manifestation. "It was time to name an album that," Paz says. "Manifesting has been ever since I can remember. Everything I've wanted, I've almost got and the days go by, you want more things, you want better things for your family and better things for your business." The entire project is dedicated to the manifestation of dreams and constant hard work. It also marks a return to their corrido roots featuring stand-out tracks like "Peliculiando," "Por Esos Ojos," "Marlboro Rojo" and "Godfather." 'We've always fought for our music and our culture' In recent years, Latin musicians including Peso Pluma, Grupo Firme, Grupo Frontera, Junior H, Àngela Aguilar and Becky G have worked to put Mexican music, in all its variations, on the mainstream map. It's no longer just regional, as it's long been categorized in award show categories, but rather international and intentional. "We've just always fought for our music and our culture" to be respected like any other genre, Paz says. "It took a little longer for Mexican music," he adds. "Back in the day, Mexican music was just a little more in this bubble, and I feel like a couple years back, Fuerza Regida and a bunch of other pioneers − I don't want to just include myself − made this genre what it is now." Paz recognizes that many other bands and solo artists went through their own struggles and battles to be recognized, but now "we're accomplishing the goal of making our culture hit now." How Fuerza Regida shows up for the immigrant community during turmoil Although the show must go on, Fuerza Regida's Hollywood Bowl debut comes at a raw time in the city amid ongoing protests rejecting the continued presence of federal immigration enforcement. On June 10, Fuerza Regida shared a statement on Instagram, sending their "love and strength to our Latino community during this difficult time." "We've been deeply moved by the events of this past week," the band wrote. "These are our people, our fans, the very communities that inspire our music. We see your strength and resilience." Days later, they released limited-edition merch and 100% of profits from sales were donated to "support our communities impacted by the recent ICE raids," read the band's Instagram post. More: Jimmy Kimmel slams Trump, calls him 'arsonist with a hose' over ICE sweeps in LA This isn't the first time this year Fuerza Regida has put their money where their community is. Earlier this year, after Los Angeles was dealt another blow with the wildfires that ravaged the neighborhoods of Pacific Palisades and Altadena, the band helped provide shelter to 270 people. "Family is No. 1, and I feel like the way you're raised, it reflects a lot on how you're going to be and my parents raised me pretty well and taught me to always care about the community," Paz says. "If we're blessed, we gotta' share a little bit of the blessings."