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Modelo beer's history began in 1925 with the founding of Cervecería Modelo (Grupo Modelo) in Mexico City. Inspired by German brewing techniques, the brewery first produced Modelo Especial, a crisp Pilsner-style lager, followed by Negra Modelo and Corona.
2025
Complete merch collection including headwear, accessories and apparel.
Modelo's brand values center on authenticity, heritage, and a "fighting spirit," deeply rooted in Mexican culture and celebrated by its core Latino audience. The brand also emphasizes quality, innovation, and community, which has enabled it to expand its appeal to a broader, cross-cultural consumer base.
A central theme in its marketing is the "fighting spirit," positioning the brand as a reward and symbol for those who are resilient and determined.