Michelob Ultra, Modelo, Tito's, and Jim Beam ranked as the brands with the highest customer loyalty in a year in which consumer expectations jumped 32% year-over-year, Brand Keys, the New York-based brand loyalty and engagement research firm, said.

The firm's Customer Loyalty Engagement Index (CLEI) reveal a pivotal shift in the brand landscape as consumer expectations jumped 32% year-over-year – the largest single-year increase since the survey’s inception in 1998. This surge in expectations has transformed the competitive terrain, with 40% of product and service categories identifying new #1 brands in their ability to meet evolving consumer demands.

“This year marks an historic moment,” said Robert Passikoff, founder and president of Brand Keys. “Expectations are rising faster than brands are improving. Consumers want more from brands across every touchpoint, and they reward brands that deliver. Long-time loyalty leaders are being challenged by brands that better anticipate and deliver what matters most to consumers.”

The 2026 CLEI underscores what Brand Keys initially identified and has documented for more than 30 years: loyalty is the most powerful driver of profitability. This year’s data shows:

• Retention costs remain 17–25 times lower than acquisition costs – a 26% increase since 1997.
• A 5% increase in loyalty can now yield up to 88% higher lifetime profits per customer.
• A 2% rise in loyalty can deliver as much as a 29% reduction in across-the-board marketing and operational costs.

“These dynamics are why loyalty’s correlation with market share remains so strong – 0.87,” said Passikoff. “Loyal customers are six times more likely to engage, repurchase, and amplify brand messaging. The bottom line: loyalty moves markets.”