The red branding for Madri

Madrí Excepcional is a beer produced in the United Kingdom by Coors in conjunction with Spanish brewery La Sagra.[1]

Style

The beer is a European-style lager[2] with 4.6% ABV.[3] The beer was originally developed and brewed for the British and Irish markets.

Presence

It was introduced to pubs in 2020[4] and by 2022, due to intensive social media marketing,[5] it became one of the 10 best selling lagers in the United Kingdom.[6] Off-trade sales began in 2022.[7]

Marketing

The packaging uses a red design featuring a chulapo man in a cap and houndstooth waistcoat, echoing the Moretti branding. It trades heavily on its Spanish associations, using the slogan "El Alma de Madrid" ("the soul of Madrid"), although it is brewed in Tadcaster,[8][9] which has long been a centre for British brewing. The beer is aimed at the premium end of the British and Irish lager market.[10]

References

  1. ↑ The mysterious backstory of Madrí lager – and why it's suddenly appeared in every pub, Ella Doyle, Time Out, 9 November 2022.
  2. ↑ Thomas, Louis (2022-05-09). "Madrí Excepcional beer takes social media by storm". The Drinks Business. Retrieved 2023-08-04.
  3. ↑ McKenzie, Gillian (2020-11-05). "Brewers bring us sunshine | Scottish Licensed Trade News". sltn.co.uk. Retrieved 2023-08-04.
  4. ↑ Guild, Beer (2020-10-15). "Molson Coors launches Madri Excepcional – a new collaboration with La Sagra Brewery". The British Guild of Beer Writers. Retrieved 2023-08-04.
  5. ↑ "The mysterious backstory of Madrí lager – and why it's in every pub". Time Out United Kingdom. 2022-11-09. Retrieved 2023-08-04.
  6. ↑ "FEATURE: Beer volumes down but there are winners". morningadvertiser.co.uk. 2022-10-03. Retrieved 2023-08-04.
  7. ↑ "Molson Coors launches Madrí Excepcional beer into off-trade". The Grocer. Retrieved 2023-08-04.
  8. ↑ "Italian label maybe but the beer's British brewed". BBC News. 2022-12-15. Retrieved 2023-08-04.
  9. ↑ "'The Soul of Madrid?' Best-selling beer more like 'The Taste of Tadcaster'". York Press. 2023-02-24. Retrieved 2023-08-04.
  10. ↑ "Who speaks for the Great British Lad?". The Economist. ISSN 0013-0613. Retrieved 2023-08-04.
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