Modelo Especial launches into clubs in draught format

 

Modelo Especial is positioned to drive incremental sales for operators in the ultra-premium segment.

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 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.

 

Giovanni Cury, UK On Trade Director, Budweiser Brewing Group UK&I, said: “Modelo Especial has demonstrated strong growth across since its launch in All Bar One last year.  Building on this, 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.”

 

The brand’s launch will be supported by a marketing campaign including an above-the-line campaign across TV, digital and OOH, which is running from April.

 

Modelo Especial is available in the on-trade nationwide and will be listed across a range of outlets.

 

Budweiser Brewing Group UK&I is the trading name of AB InBev UK Limited, a subsidiary of Anheuser-Busch InBev, a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on Mexico (MEXBOL: ABI) and South Africa (JSE: ANB) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). In the UK, Budweiser Brewing Group employs over 1,500 people in our three breweries in Magor, Samlesbury and Enfield, and in our local headquarters in Central London.