About Modelo
Spotlight
Modelo in the news
Modelo in the news
Modelo® Brings the “Best Seat in the House” to Fútbol Fans Everywhere
Modelo Continues to Expand Sports Presence Through Largest Investment in College Basketball
UPDATE - Big Flavor, Zero Compromise: Modelo® Debuts First-Ever Non-Alcoholic Option
Modelo® Unveils Limited-Edition Modelo® Noche Especial, a Holiday Beer Celebrating the Spirit of Noche Buena
Modelo® Celebrates 100 Years by Thanking Those Who Helped Build the Brand Legacy
The Recruiter is Back: Modelo Launches Largest-Ever Push to Reward Full Time College Football Fans
Brewed in Nava, Mexico
Brewed in Nava, Mexico
How it Began
It all started in 1922 in Tacuba, Mexico, when twelve men came together under the leadership of Braulio Iriarte Goyeneche to establish Cervecería Modelo. Each of those men left their homes in Spain to pursue a better life, a pursuit that many people can relate to today. Starting from scratch as clerks and assistants, each man worked their way to individual prosperity through tireless perseverance, tenacity, and grit.
They continued to seek opportunities, coming together to create the highest-quality beer in one of Mexico's most modern breweries.
The Legendary First Pour
The Modelo founders worked tirelessly to build a brewery with quality ingredients, machinery, and employees, finally unveiling the fruits of their labor on October 25, 1925. The grand opening of Cervecería Modelo attracted over 10,000 Mexicans from every walk of life, including President Plutarco Elías Calles and his cabinet.
The first Modelo beer to be served was Negra—a dark Modelo lager—and the crowd consumed over 50,000 bottles of beer on that day alone.
Decades of Innovation
Experimenting with new styles of beer, Cerveceria Modelo has expanded its facilities and consumer base through sustained growth. In 1966, the brewery introduced Modelo Especial, the brand’s most popular beer to date.
Known for its quality and innovation, Modelo has expanded its product lines beyond its classic Negra and Especial offerings. In 2013, it launched Chelada Especial, the brand’s first Chelada, and later introduced Modelo Oro, the gold standard of light beer. Spiked Aguas Frescas was most recently launched, honoring the brand’s Mexican heritage and traditional flavors with a twist.
LASTING LEGACY
Modelo was built on principles that transcend borders and generations. It began with twelve immigrant men who came together to create a better life for themselves. Today, Modelo remains rooted in tireless determination and unwavering quality. Their commitment to excellence laid the foundation for a legacy that established Cervecería Modelo as the standard in the Mexican beer industry for generations to come. To this day, Modelo embodies the spirit of its founders, proving that “it doesn’t matter where you come from; what matters is what you’re made of.”
FROM 1925 TO TODAY
a tradition of quality in every sip
a tradition of quality in every sip
