Modelo at Tales of the Cocktail
︎︎︎ experiential design
︎︎︎ event activation
︎︎︎ hospitality
︎︎︎ experiential design
︎︎︎ event activation
︎︎︎ hospitality
At Tales of the Cocktail 2025, Modelo celebrated its 100-year legacy with a bold showcase of flavor and culture. Across the Tasting Room and Spirited Dining, guests explored the Michelada through immersive signage, menus, posters, digital assets, and giveaways I designed. Curated visuals and details brought the brand to life, inviting guests to experience Modelo’s heritage in fresh, contemporary ways.
Worked with: Factory 360 Team
Worked with: Factory 360 Team
Highlights from the event, showing guest experiences and the immersive brand environment.
CHELADA BAR
Guests kicked off their experience with a first taste of Modelo Chelada, guided by bartenders who showcased playful garnishes and flavor enhancements.
DIY MICHELADA
Guests customized drinks with rims and bold add-ins. Playful garnishes inspired by regions across Mexico made it a hands-on, flavorful experience.
TABLETOP SIGNAGE
Three stations, City Center, Coastal, and Northern, featured region-specific illustrations based on Modelo’s brand guidelines and highlighted unique michelada toppings.
MICHELADA MEMORIA
After creating their own micheladas, guests snapped a photo in a custom Modelo booth and placed it in a lotería-inspired frame. This turned a delicious moment into a personalized keepsake.
FOOD PAIRING
Guests were treated to Mexican bites, from tacos and empanadas to churros, to celebrate Modelo’s 100-year milestone.
GIVEAWAYS
Custom Modelo swag, from totes and bandanas to pins, featured designs capturing the bold essence of the michelada and marking Modelo’s centennial.
︎ RESULTS
︎ 479 attendees across Tasting Room & Spirited Dining
︎ 151 trade-affiliated attendees
︎ 475 impressions
︎ 250 virtual engagements
︎ 479 attendees across Tasting Room & Spirited Dining
︎ 151 trade-affiliated attendees
︎ 475 impressions
︎ 250 virtual engagements