• Molson Coors to roll-out Madrí Excepcional in the off-trade in March 2022
  • Madrí Excepcional is already in the top ten draught world lager brands in the on-trade
  • The European-style lager is a collaboration between Molson Coors and La Sagra Brewery in Madrid

Molson Coors Beverage Company is launching Madrí Excepcional in the off-trade to help retailers capitalise on the fast-growing world lager category[1].

The European-style lager will be available in major grocery stores from early March 2022. It will build on the brand’s success since launching in the UK on-trade in October 2020, where it has already broken into the top-ten best-selling draught world lagers[2], and currently has the third-highest rate of sale per outlet in the category[3].

The roll-out will be supported by a multi-million-pound investment to drive momentum behind the brand, including TV, video-on-demand, out-of-home and digital activity, as well as a number of high-profile partnerships and activations.

Ryan Mclaughlin, Marketing Controller for Premium Beers, Western Europe at Molson Coors, said: “The World Lager category continues to go from strength to strength and Madri Excepcional’s crisp, refreshing double award-winning liquid and distinctive branding give it a real point of difference, which we already know from our on-trade success appeals to consumers.

“It has enjoyed a strong start in the on-trade after 12 months and is now available in over 6,000 pubs and bars across the UK, with one of the highest rates of sale in the lager category. We’re confident it will help retailers drive sales in the off-trade too, and we will be throwing our weight behind the brand with a comprehensive multi-channel marketing programme to put it front of mind for consumers.”

Madrí Excepcional is a collaboration between Molson Coors and Madrid’s La Sagra Brewery. It aims to capture “El alma de Madrid” or “The Soul of Madrid” and has all the taste characteristics of a modern European-style lager. The crisp, clean and refreshing beverage is full of flavour and aroma at 4.6% ABV, serving a refreshing, balanced taste born from the streets of modern Madrid.

Its branding is inspired by the term “Chulapo” – originally a group of people in Spanish society in the 19th century, famous for their vibrant and elaborate style of dress. Today, they represent the people of modern Madrid, full of life and energy. It’s this progressive spirit of modern Madrid that inspired Madrí Excepcional.

Carlos Garcia, Founder of La Sagra Brewery and Master Brewer, said: “La Sagra is founded on taking the best of the diverse cultures that surround us and applying innovative brewing techniques to create great tasting beers that stand out from the crowd. These principles are shared by Molson Coors and by working together we’ve created something really special in Madrí Excepcional, a unique fusion of the Chulapo way of life and British brewing heritage.”

[1] IRI Total Grocery Outlets GB | Beer & Cider Category, Volume Sales | 52 wks to 09.10.2021

[2] CGA data for Total GB On Trade, Value and Volume Sales, 12 weeks ending 01/01/22 – Top 50 Brand Report, World Beers

[3] CGA data for Total GB On Trade, Value and Volume ROS, 12 weeks ending 01/01/22 – CGA Master Report

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