Modelo -

Founded in in Tacuba, Mexico, Modelo was first brewed by twelve men under Braulio Iriarte Goyeneche. While many competitors focused on mass-market light lagers, Modelo maintained its identity as a premium pilsner-style beer.

Modelo Especial has evolved from a 1925 regional Mexican lager into the . Its rise represents a massive shift in the American beverage landscape, driven by demographic changes and a "Fighting Spirit" marketing ethos. The Century-Long Journey Modelo

: In June 2023, Modelo Especial officially overtook Bud Light to become the No. 1 beer in U.S. retail sales. The "Fighting Spirit" Strategy Founded in in Tacuba, Mexico, Modelo was first