Building Brands That People Love: Modelo

Building Brands That People Love: A Constellation Brands Blog Series
Welcome to Building Brands That People Love, a series rooted in bringing our mission to life and delving into our unwavering commitment to creating iconic, consumer-driven brands. From embracing innovation to fostering relationships with consumers, this series will highlight how we craft brands that resonate across generations. Discover how we leverage insights, bold ideas, and a passion for authenticity to build a portfolio that continues to inspire consumer trust and loyalty.

For Modelo, building an iconic and industry-leading brand is the result of deep consumer connection, loyalty, and cultural relevance at scale – all of which fuels:  

• The brand’s status as the No. 1 beer brand in the U.S. by dollar sales for three consecutive years.¹
  
• A century-long commitment to authenticity and heritage.
  
• A unifying brand ethos in "The Fighting Spirit” that connects culture, innovation, and storytelling across every touchpoint.
  
• Authentic, long-term partnerships rooted in sports and cultural moments fans care about most, including college football, fútbol, and more.
  
• A growing portfolio that’s evolved to meet consumer preferences while remaining unmistakably Modelo.
  

A Beer Brewed for Those with The Fighting Spirit
The Modelo brand roots trace back to 1925 when Cerveceria Modelo was established in Tacuba, Mexico, as its founders set out to craft the “model” beer inspired by time honored techniques of brewmasters. The first beer to be served from the brewery was Modelo Negra, but the brand’s most iconic beer – Modelo Especial, a crisp, balanced lager presented in a distinctly shaped clear bottle wrapped in gold to showcase its character – is the brand’s flagship brew.

Rooted in authenticity and craftsmanship, Modelo Especial quickly became a beer that spoke for itself with its flavor and heritage. From the beginning, resilience and hard work shaped Modelo. At the center of everything is "The Fighting Spirit,” the brand’s north star and the engine behind its sustained growth, loyalty, and leadership. 

“The Modelo brand is built on the principles of tenacity, passion, and grit,” explains Logan Jensen, Vice President of Brand Marketing, Casa Modelo. 

That ethos continues to resonate with consumers, with the brand maintaining its status as the No. 1 beer brand in the U.S. by dollar sales for the last three years.¹

“We always want to show up in a way that is authentic to the brand and what it stands for – making sure the brand has a distinctive voice and presence that comes across in every consumer touchpoint,” added Jensen.  

Modelo connects culturally through campaigns that highlight real human truths, focusing on pride, passion, and perseverance. From “Mark of a Fighter” to “Full-Time Fans,”  each story is carefully calibrated to resonate across audiences and geographies. Together, these stories reinforce the brand’s understanding of its consumers, respect for its roots, and commitment to authenticity.  

Strategic Integration into Sports’ Biggest Moments 
Modelo builds community and relevance by tapping into consumers’ passions and authentically showing up in cultural moments. Sporting events serve as a major platform for the brand to connect with consumers, as they naturally align and embody "The Fighting Spirit” mindset. Through thoughtful investments in TV and live sports, Modelo ensures it’s present in the moments that matter – meeting consumers where they are and where they’re going. In fact, the brand increased its media investment during the college football and professional football postseasons this past year, and it’s preparing to be front and center during college basketball games throughout March and April to engage with fans during the season’s biggest moments.  

Outside of connecting with consumers through digital engagement, fans encounter Modelo through touchpoints that enhance the experience: gameday environments that feel authentic, packaging that reflects the energy of the moment, and genuine activations that resonate. By doing this, the brand naturally integrates into the fan experience and becomes part of exciting and meaningful moments in people’s lives.  

“Our Modelo sports strategy is designed to activate every lever of the business, creating a powerful, integrated approach that spans TV, media, sponsorships, retail, and beyond,” notes Jamie Miller, Vice President of Brand Activation. 

By leaning into consumer passion points, Modelo delivers a true 360-degree experience that drives relevance and impact at scale, while reinforcing its role as a beer that belongs at celebrations, traditions, and shared experiences. 

One way this comes to life is through The Cerveza for Fútbol campaign, where Modelo honors the culture surrounding the game as much as the game itself. By appearing across English- and Spanish-language broadcasts, and in the communities where fans gather, Modelo reflects the way fútbol is experienced — inclusive, emotional, and deeply personal. 

Through meaningful programming and activations, the Modelo brand is bringing the magic of the sport closer to fútbol fans everywhere by reminding them the best seat in the house isn’t defined by a location, but by being wherever your people, fútbol, and Modelo come together.

This summer, the Modelo brand will continue this approach by engaging with fútbol fans through its biggest media investment to date, showing up on TV during key matches and through other media placements on ESPN, Telemundo, and more.

“By tapping into the passion of fútbol fans, regardless of which country they support, we’re creating a powerful connection that elevates brand relevance and positions Modelo as the beer of choice during one of the most culturally significant sporting events of our time,” said Miller.

The Official Beer of the College Football Playoff
The brand’s approach on sports naturally extends into college football, where fan loyalty, tradition, and passion create an ideal stage for Modelo to show up authentically and consistently. Through a multi-year deal, Modelo is the Official Beer of the College Football Playoff, an agreement which allows the brand to maintain a prominent presence from the first kickoff of the season through the College Football Playoff National Championship game.

Modelo actively participates across the broader college football experience, including partnerships with 18 NCAA programs and consistent visibility during the entire season. This steady presence allows the brand to be a part of how fans experience every moment of the season.