Madrí Excepcional has surpassed £1 billion in annual sales as it celebrates its fifth anniversary.
Launched in October 2020 by Molson Coors Beverage Company in partnership with La Sagra Brewery, the premium European-style lager has become the second-largest world lager brand in the UK. Since launch, more than 750 million pints have been sold nationwide.
Off-trade sales now approach £140m, up 12% year-on-year in 2025. The milestone follows a strong year for the brand, which included the launch of Madrí Excepcional 0.0%. The alcohol-free variant has generated over £1m in off-trade sales in its first eight months and entered the top 10 no/low lagers.
In July, Madrí Excepcional ran an above-the-line campaign featuring Spanish DJ duo Mestiza, reaching more than 43 million UK consumers.
