Modelo Especial, the fourth most valuable beer brand in the world, is launching into the UK off-trade.
In line with a growing trend for premium world beers, Modelo Especial is positioned to “drive incremental sales for retailers and meet rising demand for elevated beer experiences,” it said.
First crafted in 1925 with fire-roasted malts, the beverage delivers a distinct, yet accessible high-quality taste that continues to honour Mexico’s rich heritage. Its unique bottle shape and iconic gold foil seal have become instantly recognisable symbols of quality.
Mark Wingfield Digby, UK off-trade director at AB Inbev, said: “We believe it’s 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’s 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, all running from April.
Modelo Especial is available now in the grocery and convenience channels in 12- and 4-packs of 355ml glass bottles, as well as 4-pack 440ml cans and 620ml single bottles.
No comments yet