Molson Coors Beverage Company (MCBC) has announced its first collaboration with the La Sagra Brewery, based near Madrid, with the launch of Madrí Excepcional – a new modern European-style lager that will initially only available on draught in the UK on-trade from 19th October.
Madrí Excepcional aims to capture “El alma de Madrid” or “The Soul of Madrid” and its branding is inspired by the term “Chulapo” – originally a group of people in Madrid during the 19th century who were famous for their elaborate style of dress and cheeky attitude.
Today, the term is often used to refer to people from Madrid and this sense of style and attitude that lives on in the city. Madrí Excepcional embodies this sentiment by bringing together traditional and modern brewing techniques to produce a great tasting fusion beer.
Ryan Mcfarland, Regional Business Director, Western Europe at Molson Coors, said, “We’re so excited to be bringing this great collaboration with Carlos and the team at La Sagra to UK drinkers. In these incredibly challenging times for the hospitality sector we’re continuing to invest in the future and support our customers with innovative new products which will encourage people to visit pubs and bars when they’re able to do so. World Lager is now the second biggest sector of the lager category in the UK, making up almost one in four pints of lager consumed. Madrí Excepcional provides a new and unique option in this category for pub and bar operators and we’re confident will be a huge hit with consumers.”