Modelo Especial has become the latest world lager to get a renewed push in the UK, following a low-key grocery launch late last year.
The Mexican beer brand is now available across grocery and convenience in a variety of formats including a 12-pack and four-pack of 355ml glass bottles, 4x440ml can multipacks and 620ml single glass bottles (rsp: from £3.10).
The 355ml glass bottles of Modelo Especial are imported from Mexico, while 620ml glass bottles and 4x440ml cans are brewed at Budweiser Brewing Group’s Magor brewery in Wales.
Offering “a distinct, yet accessible high-quality taste”, and “premium packaging”, Modelo was “positioned to drive incremental sales for retailers and meet rising demand for elevated beer experiences”, BBG said.
Read more: Which world lagers are brewed in the UK?
To support the launch, BBG is to roll out an above-the-line campaign for Modelo across TV, digital and OOH from this month.
“We believe it is the right time to introduce Modelo Especial to UK consumers who value both tradition and modernity,” said Mark Wingfield Digby, UK off-trade director at BBG. “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.”
It comes after Carlsberg Britvic rolled out a domestically brewed version of Greek lager Mythos in the UK last month.
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