![\"The](\"https:\/\/www.europesays.com\/britain\/wp-content\/uploads\/2026\/04\/Modelo-On-Trade_Horizontal_Draught.png\")
<\/p>\nThe Mexican lager brand Modelo Especial has just been introduced into the UK by its owner AB InBev via its UK distribution arm Budweiser Brewing Group (BBG). But how will its appearance in shops and in pubs be received? db finds out.<\/p>\n
<\/p>\n
Modelo Especial has launched into both the UK on-trade in draught format and the off-trade in bottles and cans in a big way from this month. Its appearance, as it casually appears alongside other brands within \u201cthe ultra-premium segment,\u201d has been positioned by AB InBev to \u201cdrive incremental sales\u201d following a test of the marketplace last October across \u201cAll Bar One sites and in Tesco\u201d stores, db has learned.<\/p>\n
Signalling \u2018premium\u2019 marketing cues<\/p>\n
AB InBev has described Modelo Especial as \u201ca golden, refreshing lager that has been brewed for more than 100 years with carefully selected premium Mexican ingredients\u201d. The beer giant has also flagged that it was \u201cfirst crafted in 1925 with fire-roasted malts, it delivers a distinct, yet accessible high-quality taste that continues to honour Mexico\u2019s rich heritage\u201d. Indeed, the marketing cues are all pointing towards quality and heritage and the company has also confirmed that, in bars, the beer will be served in \u201cthe brand\u2019s distinctive, refined glassware with golden design\u201d while in off licences and supermarkets Modelo Especial\u2019s bottle packaging \u201csignals its premium positioning with an unmissable iconic gold foil\u201d.<\/p>\n
Lager provokes strong opinions in the beer world and db recently identified what makes one more enticing than another to really drill down to the reasons why one lager can command a premium positioning compared to another<\/a>.<\/p>\n Describing Modelo Especial\u2019s launch into Britain\u2019s pubs and bars, BBG\u2019s UK on trade director Giovanni Cury said: \u201cModelo Especial has demonstrated strong growth across [the UK] since its launch in All Bar One last year. Building on this, we see significant growth potential for the brand in UK on trade.\u201d<\/p>\n How its arrival will land with UK drinkers<\/p>\n BBG UK off trade director Mark Wingfield Digby explained: \u201cWe believe it is the right time to introduce Modelo Especial to UK consumers who value both tradition and modernity.\u201d<\/p>\n Explaining more about the lager and what it offers, Cury emphasised the brand\u2019s premium credentials and added: \u201cCombining a rich brewing heritage with a contemporary, premium positioning, it is well placed to resonate with today\u2019s 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.\u201d<\/p>\n Speaking to db about how Modelo Especial\u2019s appearance in the UK will impact the beer industry, award-winning beer writer and author Pete Brown said: \u201cThere\u2019s no rhyme or reason to what is \u2018premium\u2019 in the market, let alone the wishful thinking that it is \u2018ultra premium\u2019. The product contains cheap adjuncts. There\u2019s nothing about the branding that screams premium. It\u2019s not a terrible beer but this is marketing basically saying \u2018it\u2019s premium because we say it is\u2019 and foisting it on people who are bored of Corona, which the same company also owns.\u201d<\/p>\n The Modelo Especial launch will be supported by a marketing campaign including a campaign across TV, digital and out-of-home, which is running from this month. AB InBev has remained tight-lipped on exactly how much marketing spend has been put behind the brand, or indeed, spoken openly about how much it has spent on Modelo Especial\u2019s launch in the UK.<\/p>\n Related news<\/p>\n \n ![\"\"](\"https:\/\/www.europesays.com\/britain\/wp-content\/uploads\/2026\/04\/Modelo-Especial-Beer-4x355ml-3D-640x453.png\")
<\/p>\n
\n US beer industry uncovers more \u2018meaningful\u2019 routes to market
\n <\/a>\n <\/p>\n