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To open a Modelorama, you don’t need to buy a traditional franchise or find a storefront. Grupo Modelo hands over the store ready to operate and pays the rent, and the operator puts up an initial investment that starts at 60,000 pesos, according to the company itself, and that goes entirely toward inventory.
This guide explains how the program works, what requirements the company sets, how much it costs to get started, what permits selling beer in Mexico requires, and what is known, and what is not, about profitability.
What Is a Modelorama?
It is the chain of stores belonging to Grupo Modelo, the Mexican brewer owned by AB InBev, devoted to selling beer and products from commercial partners. The company presents it as the first retail store in Mexico specializing in beer (Grupo Modelo).
Its recruiting page mentions more than 10,000 points of sale across the country (Modelorama). In August 2025, El Economista put the network at 8,000 stores, so the exact number depends on the source and the date.
Beer is the core of the business. According to Grupo Modelo’s vice president of legal and corporate affairs, between 70% and 80% of the average ticket is beer (El Economista, 2025).
The group’s best-known brand has a story of its own, that of Corona beer and Cervecería Modelo.
Is It a Franchise?
Not exactly. Grupo Modelo describes it as a franchise-style business model built with local entrepreneurs, and in practice there are three ways to take part.
The terms of each option are on Modelorama’s franchise and storefront rental pages.
This article focuses on the first one, for people who want to run their own store, because it is the one that answers the question of how to open a Modelorama.
The table summarizes the three options the company lists on its official website.
| Option | Who is it for? | What does each party contribute? |
|---|---|---|
| Modelorama operator | A person who wants to run their own store | The company hands over the store ready to go and pays the rent; the operator provides the initial inventory |
| Corporate franchisee | A company able to operate at least 30 stores | Exclusive distribution, preferential pricing and an exclusive territory in exchange for financial capacity and retail experience |
| Storefront landlord | Owner of a 60 to 100 m² storefront | Modelorama rents the property and invests about 350,000 pesos in fitting it out |
What Requirements Does Grupo Modelo Set to Operate a Modelorama?
The official page lists four conditions. You need to have the initial investment amount, complete the registration, pass the different stages of the selection process and have time available to run the store (Modelorama).
Registration requires a current official ID, such as the INE, a passport or the FMM, and a recent proof of address. The RFC is requested only if an invoice is needed, and the company offers the operator a list of stores selected according to their interests and needs.
In return, the company offers exclusive promotions for its operators, management tools to run the business and ongoing training. Orders and inventory are handled through BEES, Grupo Modelo’s app for retailers.
How Much Does It Cost to Open a Modelorama?
On its website, Modelorama states that the initial investment depends on the size and location of the store, that it starts at 60,000 pesos and that it goes entirely toward opening inventory (Modelorama). In August 2025, its direct-to-consumer marketing director put it at 80,000 to 120,000 pesos (El Economista, 2025).
In that same report, Grupo Modelo explains that it covers the store rent and that operators put up the investment to stock the store and maintain inventory. Grupo Modelo does not mention franchise fees or royalties for operators on its website, so it is worth asking about this in writing.
Starting a beer business comes with other startup costs, and these tips to avoid failure in the first months also apply to a beer store.
Is a Modelorama Really Profitable?
There is no reliable public figure for how much an operator earns. Grupo Modelo does not publish margins or sales per store, and when asked how profits are made, its page answers only that the operator earns the profit on the products they invest in.
What is known is where the profit comes from. The operator earns the difference between the price at which they buy the product and the selling price, and the company says it pays the rent and utilities, with an asterisk whose conditions it does not publish.
From that margin you have to subtract wages, shrinkage, your own time and any utilities the company does not cover. Before signing, it is worth asking in writing how purchase and selling prices are set, what the asterisk on utilities covers and which expenses each party takes on.
The margin or monthly earnings figures circulating online have no verifiable source. For the company, the channel does carry weight, because on a page about its expansion plan for 2018, Grupo Modelo attributed almost 15% of its total sales to Modeloramas.
What Permits Do You Need to Sell Beer in Mexico?
It depends on the state and the municipality. Each one has its own law or regulation on alcoholic beverages, and the sales license or permit is granted by the municipal government or the state government, with hours that also vary from place to place.
In Mexico City, the Ley de Establecimientos Mercantiles (Commercial Establishments Law) applies, which allows corner stores (tiendas de abarrotes) to sell alcohol only in sealed containers, from 7 a.m. to midnight. There, opening low-impact businesses is handled with a notice filed in the Sistema Electrónico de Avisos y Permisos of the Secretaría de Desarrollo Económico.
Modelorama requires the storefronts it rents to have a commercial land use permit and, preferably, an alcohol sales permit already in place. Before opening, it is worth confirming with the local authority which license or notice is required to sell in sealed containers and whether you need a civil protection (Protección Civil) assessment and a health operating notice.
There are two federal rules worth knowing. The Ley General de Salud (General Health Law) prohibits selling or supplying alcoholic beverages to minors under any circumstances, and the IEPS law does not tax beer sales to the general public when the seller is not a manufacturer, producer, bottler, distributor or importer.
That exemption does not apply to sales for which an invoice meeting the requirements of the Código Fiscal (Tax Code) is issued, nor to anyone who earns most of their income from sales that are not to the general public.
What If I’d Rather Open an Independent Beer Store?
It is possible, because brewers sell directly to neighborhood stores. Grupo Modelo receives 96% of orders from the traditional channel through the BEES app, and some 300,000 stores use it every month to restock (DPL News, 2026).
Heineken México has its Six chain, which ended 2023 with 17,000 stores and is growing with both company-owned and franchised locations (Expansión, 2024).
An independent beer store (depósito) requires the same alcohol sales permits, plus the storefront, the rent and the store fit-out, which at a Modelorama are covered by the company. Anyone looking for a different format can compare it with a beer vending business.
Frequently Asked Questions (FAQ)
1. How much does it cost to open a Modelorama?
Modelorama states on its website that it starts at 60,000 pesos depending on the size and location of the store, and in 2025 its direct-to-consumer marketing director put it at 80,000 to 120,000 pesos. It goes entirely toward opening inventory, and the company covers the store rent.
2. What are the requirements to operate a Modelorama?
Having the initial investment, completing the registration, passing the selection stages and having time to run the store. To register with Modelorama you need a current official ID and proof of address, and the RFC only if you need an invoice.
3. How much does a Modelorama make per month?
There is no reliable public figure. Grupo Modelo does not publish margins or sales per store, and its website only says that the operator earns the profit on the products they invest in.
4. Can I open a Modelorama in my own storefront?
You can rent it to Modelorama if it measures 60 to 100 m², is well located, has a commercial land use permit and is up to date on water, electricity and property tax. Modelorama handles maintenance and invests about 350,000 pesos in fitting it out.
5. What permit do you need to sell beer?
A license or permit to sell alcoholic beverages from the municipality or the state, which varies by location, or in Mexico City an operating notice. Selling alcohol to minors is prohibited nationwide.
