Madrí Excepcional has surpassed £1 billion in annual sales as the brand marks its fifth anniversary. Launched in 2020 by Molson Coors Beverage Company in partnership with Spain’s La Sagra Brewery, the European-style lager has become one of the UK’s fastest-growing beer brands. It is now reported to be the second-largest world lager brand in the UK.
Since launch, more than 750 million pints have been sold – the equivalent of 14 pints for every adult in the UK – with on-trade sales contributing over £880 million. In the on-trade, Madrí saw a 5.4% year-on-year increase in 2025, continuing to outperform the wider category.
The growth follows a busy year for the brand, including the launch of Madrí Excepcional 0.0%, which entered the UK’s top 10 no/low lagers and recorded £1.5 million in on-trade sales in its first six months. The alcohol-free variant has also been recognised in both the taste and no/low categories at the World Beer Awards.
Carlos Garcia, Founder of La Sagra Brewery, said,“Creating a beer that captured the vibrancy of Madrid and sharing it with drinkers worldwide was always my dream. As a first-generation craft brewer from Spain, it felt like an ambitious goal – but five years on, Madrí Excepcional has made an incredible impact in the UK, a country celebrated for its brewing heritage. I’m immensely proud of what we’ve achieved together with Molson Coors and excited for what the next five years will bring.”
Hannah Norbury, Marketing Director Western Europe at Molson Coors, added, “Celebrating our fifth birthday with £1bn in annual sales is something we’re incredibly proud of – it’s a real testament to the passion and hard work of everyone who’s helped bring Madrí Excepcional to life.
“Drinkers have really embraced what makes Madrí Excepcional special – that unique blend of Spanish craft and British brewing heritage. Partnership and collaboration are key values here at Molson Coors – we know that two heads are better than one and we are so proud to be celebrating this amazing milestone for the brand.”