Molson Coors Beverage Company (MCBC) has collaborated with the La Sagra Brewery, based near Madrid for the first time, with the launch of Madrí Excepcional – a new modern European-style lager that will initially only available on draught in the UK on-trade.
Ryan Mcfarland, Regional Business Director, Western Europe at Molson Coors, said, “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.”
Meanwhile the company is also rebranding Coors Light to Coors from March 2021 as part of a multimillion-pound investment in the UK to drive ongoing growth in the premium 4% beer category.
It will be supported by new packaging and point-of-sale material for licensees, along with new glassware and dispense assets introduced into every outlet by the end of 2021. The move will also provide a platform to expand the Coors family in the UK, with the launch of new products including Coors Original next year.