Modelo Especial is set to enter the UK off-trade, as owner AB InBev looks to capitalise on growing demand for ultra-premium lager across grocery and convenience.
The Mexican import, described as the fourth most valuable beer brand globally, will be rolled out in multiple formats aimed at driving incremental sales and broadening premium beer choice for retailers.
Modelo Especial is a golden lager with more than a century of brewing heritage, first crafted in 1925 using fire-roasted malts and premium Mexican ingredients. The brand positions itself around a balance of tradition and modernity, with a flavour profile described as subtly sweet with a crisp finish.
Its distinctive packaging, including a short, rounded bottle and signature gold foil neck, is expected to play a key role in on-shelf standout within the premium segment.
Mark Wingfield Digby, UK off-trade director, said the timing was right to introduce the brand to British consumers seeking more elevated beer experiences.
“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,” he added.
Multi-format launch
The launch will see Modelo Especial available across grocery multiples and convenience in a range of formats, including 12-pack and four-pack 355ml glass bottles, four-pack 440ml cans, and 620ml single bottles.
The UK debut will be backed by a significant above-the-line campaign spanning TV, digital and out-of-home activity from April, signalling a major brand-building push behind the launch.