As the fruit beer category accelerates, Molson Coors Beverage Company is seizing the opportunity with the launch of Madrí Excepcional Limón, a bold new flavoured lager arriving exclusively in Booker, One Stop and Tesco stores nationwide.
Launching in 4x440ml can multipacks at 3.4% ABV, the premium lager features natural lemon flavouring.
Now worth £43m in the UK off-trade [Circana, GB Off-Trade, Value, w/e 29.11.2025], fruit beer is emerging as one of the fastest-growing segments in beer, helping to attract new shoppers to the category [Dunnhumby Future of Fruit Beer, Oct-25 / Attest Shopper Survey, May-25]. What’s more, lemon has been highlighted as the flavour with the strongest appeal among fruit beer drinkers [Dunnhumby Future of Fruit Beer, Oct-25 / Attest Shopper Survey, May-25].
Madrí Excepcional is now the second-largest world lager in total trade by value [ CGA & Circana, GB Total Trade, Value, w/e 21.02.2026], and a £1bn brand [ibid]. In the off-trade, annual sales now near £140m [ CGA & Circana, GB Total Trade, Value, w/e 21.02.2026], representing 9.5% growth year on year [ibid].
Anca Secara, Marketing Controller for Madrí Excepcional at Molson Coors, says: “Fruit beer is one of the most exciting areas of the category right now, and we are thrilled to help retailers tap into the opportunity with the launch of Madrí Excepcional Limón.
“The latest innovation offers a refreshing, premium quality fruit beer option to support year-round occasions, and particularly key seasonal moments such as BBQs, picnics and bank holiday gatherings as we approach the summer months.
“We’ve built Madrí Excepcional into a billion-pound brand [CGA & Circana, GB Total Trade, Value, w/e 21.02.2026] by staying responsive to the trends we’re seeing in the market. Madrí Excepcional Limón is the next step in that journey – expanding our occasion repertoire while helping retailers meet growing demand for the fruit beer category.”
The launch of Madrí Excepcional Limón will be supported by a tailored marketing plan, with a targeted digital campaign to drive brand awareness, and in-store point-of-sale materials and on-site activations encouraging trial and purchase.
