(Courtesy Molson Coors)

Madrí Excepcional, is described as a ‘modern lager’ that first brewed by the La Sagra brewery which was founded by Carlos Garcia, a first-generation brewer born in Madrid, a unique area of Spain, historically a melting pot of 3 different cultures.

In 2017 Molson Coors made an ‘investment’ in the Spanish craft brewery and now Madrí Excepcional, is made by Molson Coors in collaboration with La Sagra and widely available in the UK.

Madrí Excepcional arrived in British pubs in the fall of 2020 and flourished, despite nationwide pandemic restrictions that kept many drinkers away. But the golden-colored 4.6% ABV lager with a Madrid vibe quickly won over consumers. In its first year it was being served a more than 4,500 accounts in the United Kingdom and now it’s available in 9,500 venues.

In February 2022 Madrí Excepcional made its retail debut everywhere in the region including includes major grocery stores in England, Scotland, Wales, Northern Ireland and the Republic of Ireland.

(La Sagra Founder Carlos Garcia)

And while the beer has won some prestigious awards, including a gold medal at the International Brewing Awards and a silver at the World Beer Awards, it’s the reception from consumers that’s been most rewarding, Ryan McLaughlin, Molson Coors’ marketing controller for premium beers in Western Europe told Beer & Beyond.

“Drinkers in the U.K. have shown a desire to try new beers, and the success of Madrí Excepcional plays into this trend of premiumization. They’ve shown a willingness to treat themselves, and to pay more for brands that bring a higher quality.”

The success of Madrí Excepcional in the bars, pubs and restaurants – even throughout the pandemic – was fueled by consumers gravitating toward lighter beers that combine flavor and refreshment, McLaughlin says. “And it’s been helped along by its eye-catching branding, featuring a dapper, bearded gentleman – a ‘Chulapo,’ representing the free spirt of Madrid – surrounded by a bold red logo.”

It is served in UK pubs in signature glasses that celebrates its international character, and if theft is any gauge of popularity (unfortunately it is) those glasses are disappearing fast.

Currently Madrí Excepcional is unavailable in the US, but we’ve got to think, what with its success abroad, it won’t be long before Madrí Excepcional starts showing up in the states.

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(all image credits: Molson Coors)