Celebrate Modelo's 100-year legacy through a multisensory experience that honors its heritage while engaging trade and consumer audiences.
Company
Modelo
Timeline
2025
—
2025
Role
Conceptual Design
Project overview
At Tales of the Cocktail 2025, Modelo marked its 100-year legacy with a bold celebration of flavor and culture. Spanning the Tasting Room and Spirited Dining experiences, the activation highlighted the Michelada through immersive environments and storytelling.
Challenges
The creative goal was to translate Modelo’s century-long tradition into an interactive, modern experience that balanced authenticity with innovation.
Results
479 attendees across Tasting Room & Spirited Dining
151 trade-affiliated guests engaged
475 organic impressions
250 virtual engagements
Celebrate Modelo's 100-year legacy through a multisensory experience that honors its heritage while engaging trade and consumer audiences.
Company
Modelo
Timeline
2025
—
2025
Role
Conceptual Design
Project overview
At Tales of the Cocktail 2025, Modelo marked its 100-year legacy with a bold celebration of flavor and culture. Spanning the Tasting Room and Spirited Dining experiences, the activation highlighted the Michelada through immersive environments and storytelling.
Challenges
The creative goal was to translate Modelo’s century-long tradition into an interactive, modern experience that balanced authenticity with innovation.
Results
479 attendees across Tasting Room & Spirited Dining
151 trade-affiliated guests engaged
475 organic impressions
250 virtual engagements