Felicidades as Madrí Excepcional proves a hit with 4,500 on-trade customers


After only 12 months trading in the UK and Ireland Madrí Excepional, Molson Coors Beverage Company’s first collaboration with Madrid’s La Sagra Brewery, is celebrating a successful first year of trading in the UK and Ireland.

More than 4,000 outlets are already serving the European lager and and additional 500 will see it installed in their premises over the next month. The lager, which sits in the world beer category, the best performing sector in the on-trade in 20/21,  has been quick to establish itself as one of the top ten world lager brands on draught in the on-trade by sales value since the reopening of indoor hospitality[3], with the second-highest rate of sale in the category[4].

The beer has also earned widespread industry recognition and acclaim, earning a silver medal in the lager category at the prestigious World Beer Awards earlier this year.

The world beer category now accounts for more than a quarter of draught lager sales in terms of volume[6], up 5.3% over the past twelve months[7], highlighting the potential for further growth.

To support the growth of the brand, Molson Coors will be launching a multimillion-pound marketing campaign during the first half of next year.

Ryan Mclaughlin, Marketing Controller – Premium Beers, Western Europe at Molson Coors, said, “Madrí has taken outlets by storm since it launched, tapping into the demand for premium options and consumers’ love for exciting new world beers. Given it has only been available for twelve months, with the majority of those having been in a lockdown, its popularity is a real testament to the brand and its great taste experience.

“We launched Madrí with the ambition to grow to 2,000 distribution points by the end of the year and we have already exceeded that target. We will be significantly investing in the brand at the start of next year to continue to raise its profile even further and help operators up and down the country make the most of this great brand’s growing popularity.”


Category: Beer, Brand News