Molson Coors Beverage Company is launching a new 4x440ml can format for Madrí Excepcional 0.0%, the alcohol-free variant of its £1 billion world lager brand[1].
Rolling out across the UK off-trade from March 2026, the new format offers shoppers a more convenient, accessible pack size, helping retailers tap into the growing low- and no-alcohol lager opportunity across a broader range of occasions.
With more consumers choosing to moderate, demand for premium options continues to grow, with premium brands now accounting for two-thirds of all no- and low-alcohol lager volumes[2]. Madrí Excepcional 0.0% has quickly become a must-stock line, generating over £2m in retail sales in under a year[3] and earning recognition at the 2025 World Beer Awards, winning Bronze for Taste.
Alcohol-free 4x440ml can formats are also in growth, up 5.6%[4] year on year, as shoppers increasingly look for convenient options that can easily be enjoyed during outdoor socialising occasions.
The new Madrí Excepcional 0.0% 4x440ml cans respond directly to this trend, giving retailers a premium, trusted alcohol-free option from one of the UK’s bestselling beer brands.
Anca Secara, Marketing Controller for Madrí Excepcional at Molson Coors, said: “We’ve built Madrí Excepcional into a billion-pound brand by staying responsive to what consumers want and what retailers need – and the same strategy applies to our 0.0% variant.
“We’ve had strong demand from retail customers for a can format of Madrí Excepcional 0.0%, so it’s great to be able to deliver this. The new Madrí Excepcional 0.0% 4x440ml cans will set retailers up for success this summer and beyond, helping them tap into a broader range of occasions by offering a more convenient, accessible format for shoppers seeking premium, great-tasting options when they choose to moderate.”
The new 4x440ml can formats of Madrí Excepcional 0.0% will roll out across the grocery, wholesale and convenience channels from March 2026.
[1] Circana, GB Off-Trade, Value, w/e 29.11.2025
[2] IWSR, 2025
[3] Circana data w/e 29 Nov, 2025
[4] Circana All Outlets 29.08.25
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