Modelo Especial, the fourth most valuable beer brand in the world[1], is launching into the UK off-trade. As ultra-premium lagers continue to grow in the UK[2], Modelo Especial is positioned to drive incremental sales for retailers and meet rising demand for elevated beer experiences.
Modelo Especial is a golden, refreshing lager that has been brewed for more than 100 years with carefully selected premium Mexican ingredients. First crafted in 1925 with fire-roasted malts, it delivers a distinct, yet accessible high-quality taste that continues to honour Mexico’s rich heritage.
The beer’s craftmanship is also reflected in its premium packaging. Its unique bottle shape and iconic gold foil seal have become instantly recognizable symbols of quality.
Mark Wingfield Digby, UK Off Trade Director, said: “We believe it is the right time to introduce Modelo Especial to UK consumers who value both tradition and modernity. With over 100 years of Mexican brewing expertise behind it and a contemporary, premium positioning, it is well placed to delight consumers in the UK, and we’re excited to build its footprint and share what we truly believe is a very special beer.”
The brand’s launch will be supported by marketing investment including an above-the-line campaign across TV, digital and OOH, which is running from April.
Modelo Especial is available in the grocery and convenience channels in a 12-pack and 4 pack of 355ml glass bottles, a 4-pack of 440ml cans and 620ml single glass bottles.
[1] Modelo Global – Kantar Brand Z report FY 2025
[2] Source: Nielsen, Total Coverage, Values sales, 52 weeks to 14/03/26, change versus previous year
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