Madrí Excepcional launches Britain’s first ever “Sab-beer-tical”

Madrí Excepcional is encouraging shoppers to embrace the spirit of Madrid this summer through a nationwide search for the new face of Madrí Excepcional, helping to keep the brand front of mind during one of the busiest trading periods of the year.

The search follows research commissioned by Madrí Excepcional which finds that almost two-thirds of Brits (65%) would consider taking a career break in return for the opportunity to try their dream job.

The campaign centres on the iconic Chulapo character that features on every bottle, pint and can – known by many consumers as the “Madrí Man” – which is based on the likeness of the brand’s co-founder, Carlos Garcia. As Carlos himself takes a “summer break”, one consumer will be chosen to take part in the “Sab-beer-tical” and become the new face of Madrí Excepcional, enjoying a prize package worth more than £5,000 while representing the brand throughout the campaign.

Consumers can enter by following @MadriExcepcional on Instagram and submitting an original image, video or Reel showing their passion for the brand, using the hashtag #MadriMan. The winner will receive an all-expenses-paid trip to Madrid, a year’s supply of Madrí Excepcional and Madrí Excepcional 0.0%, professional pouring training, a WSET Level 1 in Beer qualification, and a limited-edition run of personalised bottles featuring their likeness.

Applications open on 10^th August and close at 23:59 on 23^rd August and are open to UK residents of all genders aged 25+*.

Carlos Garcia, co-founder of Madrí Excepcional, said: “Summer has a way of inspiring us to try something a little different, and that includes me. Since launching in the UK in 2020, it’s been thrilling to see how much consumers and operators have embraced Madrí Excepcional – helping it to become one of the nation’s leading world lager brands^[1].

“As someone who was born in Madrid and has spent the past 15 years brewing beer close by, it was important to me that the character featured on every bottle wears the traditional Chulapo dress – reflecting the culture and character of the city that inspired our beer. Now, we’re rolling out a campaign that puts this heritage at the centre – giving one lucky fan the chance to embrace that spirit and make the role their own.”

It builds on the continued momentum behind Madrí Excepcional in the off trade, where the brand is now worth £412 million^[2]. Meanwhile, Madrí Excepcional 0.0% has quickly established itself as a must-stock line, generating more than £2 million^[3] in retail sales in under a year, helping retailers meet growing demand for premium world lager and low- and no-alcohol options.

Ruth Irving, Marketing Controller for Madrí Excepcional at Molson Coors, said: “We’re continuing to invest in building Madrí Excepcional in ways that create genuine excitement among consumers. This campaign brings the personality and heritage of the brand to life beyond the shelf, helping to build awareness and keep Madrí Excepcional front of mind with shoppers.

“For retailers, that continued investment and consumer buzz provides another reason to champion Madrí Excepcional and capitalise on demand for premium world lager.”

*Terms & Conditions

UK residents only (25+ to enter). Opens 10.08.26 and closes 23:59 on 23.08.26. To enter, follow @MadriExcepcional and submit an original image, video or reel showing your passion for Madrí Excepcional via Instagram Messenger using #Madriman. One entry per person/account. Five finalists will be selected by an independent judging panel based on creativity, originality, authenticity, relevance to Madrí Excepcional and overall quality. Public voting will take place from 07.09.26–10.09.26, with the finalist receiving the most valid votes winning. Prize includes Madrí merchandise, festival tickets, a one-year supply of Madrí Excepcional, a trip to Madrid, WSET Level 1 Beer qualification and other prize elements. Winner must agree to publicity and image-use requirements as a condition of accepting the prize. Full T&Cs link in bio.