A century of beer and community
When a brand hits 100 years, it’s not just about celebrating longevity; it’s about looking back at the people who made that milestone possible. That’s exactly what Modelo is doing as it marks a century in business. The new Modelo campaign isn’t a self-congratulatory victory lap. Instead, it’s a heartfelt thank-you to the Hispanic community that has been the backbone of its success for decades.
The anniversary celebration rolled out right as Hispanic Heritage Month began, giving it a sense of perfect timing and genuine meaning. Across major cities like Los Angeles, New York, and Miami, bright billboards popped up with short but heartfelt thank-you messages that stood out for their simplicity. Local bars are looping visual tributes, and the company even introduced custom six-packs featuring hand-painted bottles, each representing the diversity of Hispanic culture in America.
For a brand that recently overtook Bud Light as the country’s top-selling beer, this isn’t just nostalgia; it’s strategy. By doubling down on cultural connection, Modelo is building more than brand loyalty; it’s deepening a bond with its audience that goes beyond the bottle.
Why culture-led marketing works
At its core, this Modelo campaign shows the power of anchoring marketing in culture. The Hispanic community has been central to Modelo’s rise, yet recent data shows sales among these consumers have softened. Instead of ignoring that reality, the brand leaned into it with humility, acknowledging that loyalty is something to nurture, not take for granted.
By designing hand-painted bottles that spotlight specific neighborhoods like the South Bronx and South Central Los Angeles, Modelo brought authenticity to its effort. These bottles weren’t just pretty packaging; they told stories that resonated with communities who often feel overlooked by mainstream advertising.
For marketers, there’s a lesson here: people respond when they feel seen. Campaigns that simply broadcast a product rarely stick. Campaigns that celebrate identity, food, music, and shared history create lasting impressions. That’s the kind of approach entrepreneurs and growing brands can learn from, marketing that feels more like a thank-you note than a sales pitch.
Expanding beyond beer ads
What makes this moment even more interesting is that the Modelo campaign didn’t just stay in the beer aisle. The brand tapped into the foodie world, unveiling its own spin on the Michelada cocktail at a major beverage conference earlier this year. Soon, it will host an immersive experience at the Food Network’s New York City Wine & Food Festival, giving fans a chance to taste, celebrate, and connect in person.
By stretching into experiences, Modelo is broadening its presence. It’s no longer just a beer you buy at the corner store; it’s part of cultural events, culinary moments, and lifestyle gatherings. That’s a strategy more entrepreneurs should pay attention to. You don’t have to be the biggest brand to create experiences that invite your audience in. Even small businesses can organize community tastings, pop-ups, or workshops to create that same sense of belonging.
Lessons entrepreneurs can borrow
For smaller brands and founders looking at this Modelo campaign, there are a few clear takeaways:
- Lead with gratitude: Consumers know when a brand is authentic. A simple thank-you can go a long way in strengthening relationships.
- Stay rooted in culture: Connect your product to real communities, not abstract demographics. This is how you build loyalty that survives tough economic times.
- Go beyond the product: Experiences, events, and collaborations can elevate your brand from something people buy to something people live with.
And here’s the kicker, Modelo didn’t do this just because it’s nice. They did it because it works. Their rise to America’s number one beer didn’t happen by chance; it’s the result of consistently finding ways to make people feel proud to choose their brand.
Looking ahead
While Modelo still faces headwinds, tariffs, economic pressure, and shifting consumer habits, the brand is clearly not standing still. Alongside its 100th-anniversary push, Modelo is also experimenting with new products like low-calorie options and seasonal spinoffs. This diversification ensures they don’t just hold on to loyal fans but also attract new ones.
The Modelo campaign serves as a reminder that marketing isn’t just about pushing products; it’s about honoring the people who make success possible. And for entrepreneurs, that’s an idea worth toasting to.
FAQ’s
What makes cultural storytelling so powerful in marketing?
Because people feel seen and connected, when a brand reflects their community, traditions or places, it builds trust more than just flashy ads.
How can a brand measure if its emotional campaign is working (not just sales)?
By tracking things like social media engagement, shares, sentiment (comments), brand recall among core audiences, plus incremental reach in targeted local markets.
What’s a smart way to combine offline and online efforts in a campaign?
Use outdoor/physical presence (posters, local events) to draw attention and then digital channels (social media, email, influencers) to engage deeper and capture data.