Madrí Excepcional debuts in off-trade

Madrí Excepcional

Molson Coors has launched Madrí Excepcional in the off-trade to capitalise on the fast-growing world lager category.

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

The rollout builds on the European-style lager’s success since launching in the UK on-trade in October 2020, where it has already broken into the top-10 best-selling draught world lagers, and currently has the third-highest rate of sale per outlet in the category.

The launch 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 several 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, 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.”