In the wake of the Mexican Revolution of 1910, Mexico stood at a crossroads. The country needed to rebuild, and a new generation felt a powerful desire to help shape its future. There was ambition in the air. A determination to forge something stronger, more resilient, and lasting.
That same spirit gave rise to Grupo Modelo.
In 1925, Braulio Iriarte, Martín Oyamburu, and Pablo Díez arrived in Mexico with a clear purpose. They wanted to invest in the country’s future and lay foundations through craftsmanship and quality. Their vision was bold for its time: to create a European-quality beer, brewed in Mexico, but built to the highest standards.
To make it happen, they brought in a German brewmaster, the first to work in Mexico. Together, they developed a beer based on a German recipe, marking the birth of modern Mexican brewing. In 1929, they launched Negra Modelo, crafted with Mexican ingredients and defined by depth, character, and precision.
Its success sparked what came next.
To appeal to those who preferred a lighter, more refreshing lager, Modelo Especial was introduced. While brighter in profile, it carried the same DNA as its predecessor. Central to that identity were fire-roasted malts, a defining element that helped shape Modelo’s distinctive flavour and enduring character. Fire was not just part of the process, but part of the mindset. A symbol of intensity, purpose, and the will to do things properly.
In the glass, Modelo Especial reflects that balance. Bright gold in colour, lightly malty with soft cereal notes, subtle hop bitterness, and a crisp, clean finish. Approachable, yet built on craftsmanship and intent.
Over the decades, the Modelo family has continued to grow, expanding its range to suit different tastes and perfectly complement Mexican cuisine. Yet the founding principles have never changed. Quality without compromise. Patience over shortcuts. A belief that great beer is forged, not rushed.
Today, Modelo stands as Mexico’s most iconic beer, recognised far beyond its borders. And now, with PerfectDraft, Modelo Especial can be enjoyed exactly as intended. Fresh, perfectly chilled, and poured with precision at home.
