Under The Counter was giddy with excitement (or had stood up too quickly) when he discovered Molson Coors had launched a competition to find a new face for its Madrí Excepcional ‘world beer’ brand. Yes, the one that magically captures the soul of Madrid from a brewery 1,000 miles away in Tadcaster.
This offer to take a so-called ‘Sab-beer-tical’ (good try, Madrí, but no cigarro) from the nine to five follows research finding that 65% of Brits would consider taking a career break in return for the opportunity to try their dream job. Given that the only break on UTC’s horizon is probably a hip, he – somewhat gingerly – leapt at the chance.
Sadly, a career break isn’t really up for grabs, although the prize includes a WSET Level 1 in Beer qualification. UTC is unsure just how you can ‘win’ a qualification – he remembers hours of swotting up on the Boer War to pass his Modern Studies exam – but hey, ho.
The current ‘Madrí Man’ is based on the brand’s co-founder, Carlos Garcia, and the similarity to the Auld Boy is nothing short of frightening. Not only does UTC favour a bunnet and waistcoat, he is often found with a beer in his hand. And, very much like the whippersnapper in the picture, he is often out of focus.
