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22nd April 2026
Modelo Especial UK Launch
We are excited to officially launch Modelo Especial across the UK, reinforcing our commitment to driving category growth with premiumisation.
We are excited to officially launch Modelo Especial across the UK, reinforcing our commitment to driving category growth with premiumisation.
First crafted in 1925 with fire‑roasted malts,
Modelo Especial is our ‘refreshing lager made of fire,’ which continues to honor Mexico’s rich brewing heritage. The beer’s craftmanship is also reflected in the brand’s distinctive, refined glassware with golden design to deliver an elevated serve. As well, its bottle packaging signals its premium positioning with an unmissable iconic gold foil.
Mark Wingfield Digby, UK Off Trade Director, said:
“Modelo Especial has a proven track record in leading markets worldwide, and we believe the time is right to introduce it to UK consumers who value both tradition and modernity. With over 100 years of Mexican brewing expertise behind it, with 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.”
Giovanni Cury, UK On Trade Director, Budweiser Brewing Group UK&I, said:
“Modelo Especial has demonstrated consistent growth across key international markets. Building on the successful launch of Modelo Especial in All One Bar last year, we see significant growth potential for the brand in UK on trade. Combining a rich brewing heritage with a contemporary, premium positioning, it is well placed to resonate with today’s beer drinkers. With more than a century of Mexican brewing expertise behind every serve, Modelo Especial delivers a full-flavoured, high-quality lager that can help operators elevate their beer offering and attract new consumers. We look forward to partnering with our customers to establish it as a standout choice in the category.”
Modelo Especial has a strong track record,
driving growth in existing and new markets, as evidenced by the brand’s recent launch in Canada, where it has quickly become the fastest- growing premium beer brand. Today, we launch our new campaign Make It Especial — inspired by the fire that’s shaped Modelo Especial ever since it was first brewed.