Modelo, born in Mexico in 1925, has built a legacy rooted in grit, heritage, and passion. Guided by its ethos of “The Fighting Spirit,” the brand blends authenticity with innovation, sports partnerships, and cultural relevance—earning loyalty that has made Modelo the top-selling beer in the U.S. for three years running.
A century after its founding in Tacuba, Mexico, Modelo stands as a symbol of resilience, authenticity, and cultural connection. Established in 1925 by Cerveceria Modelo, the brewery first introduced Modelo Negra, but it was Modelo Especial—a crisp, balanced lager in its signature clear bottle wrapped in gold—that became the brand’s flagship and a global icon.
Modelo’s ethos, “The Fighting Spirit,” has shaped its journey from a local brew to the No. 1 beer brand in the United States by dollar sales for three consecutive years. This philosophy is more than a slogan; it is a guiding force that connects heritage, innovation, and storytelling across every touchpoint. Whether through its presence in college football stadiums, its embrace of fútbol, or its consumer-loved campaigns, Modelo has consistently celebrated authenticity and resilience.
The brand’s success lies in its ability to stay rooted in tradition while evolving to meet modern preferences. Its growing portfolio reflects thoughtful innovation, yet remains unmistakably Modelo. Long-term partnerships with sports and cultural moments fans care about most have strengthened its relevance, while purpose-driven campaigns have deepened consumer loyalty.
For Modelo, building an iconic brand is not just about sales—it is about forging connections that endure. By uniting heritage with cultural resonance, Modelo continues to embody “The Fighting Spirit,” proving that a beer brewed nearly a century ago can still inspire, engage, and lead in today’s dynamic marketplace.
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