Mexican beer brand hits shelves in UK off-trade
MEXICAN lager brand Modelo Especial has hit shelves across the UK as parent firm Budweiser Brewing Group aims to expand the variety for world lagers.
Available across the grocery and convenience channels, Modelo Especial beer is a golden, refreshing lager that has been brewed for over 100 years using carefully selected premium ingredients from Mexico.
First crafted in 1925, the beer makes use of fire-roasted malts, grains and honey with a hint of herbs to deliver a distinct and accessible flavour that continues to pay homage to Mexico’s brewing history.
Budweiser said the beer’s craftsmanship is also reflected in its labelling and premium packaging with a unique bottle shape and gold foil across packs to help it become an instantly recognisable brew on the shelf.
Modelo Especial has hit shelves across the off-trade in 12-packs and four packs of 355ml glass bottles, a four pack of 440ml cans as well as single 620ml glass bottles.
The brand’s launch will be supported by a marketing investment from Budweiser including an above-the-line campaign across TV, digital and OOH which is running from April.
Mark Wingfield Digby, UK off-trade director at Budweiser Brewing Group, said: “We believe it is 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 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.”
