Founded in in Tacuba, Mexico, Modelo was first brewed by twelve men under Braulio Iriarte Goyeneche. While many competitors focused on mass-market light lagers, Modelo maintained its identity as a premium pilsner-style beer.
: It is a golden, full-flavored pilsner-style lager with a crisp finish and notes of orange blossom honey. Modelo
Modelo Especial has evolved from a 1925 regional Mexican lager into the . Its rise represents a massive shift in the American beverage landscape, driven by demographic changes and a "Fighting Spirit" marketing ethos. The Century-Long Journey Founded in in Tacuba, Mexico, Modelo was first
: The brand is exclusively brewed in Mexico and imported to the U.S. by Constellation Brands. Modelo Especial has evolved from a 1925 regional
: In June 2023, Modelo Especial officially overtook Bud Light to become the No. 1 beer in U.S. retail sales. The "Fighting Spirit" Strategy
The brand's success isn't accidental; it is the result of a meticulously refined identity that appeals to both its core Hispanic base and a growing non-Hispanic audience. 14 Things You Should Know About Modelo | VinePair