(Courtesy Molson Coors)

Madrí Excepcional is a fascinating example of how branding and cultural motifs can transform a beer’s identity to become a huge success.

Though rooted in Spanish inspiration, its brewing life is predominantly British (and now Canadian). Its rapid success, stylish presentation, and award-winning quality have made it a standout in the premium lager market—though it also serves as a reminder of how perception and authenticity can be a complex.

A Short & Excepcional History

Madrí Excepcional, is described as a ‘modern Spanish 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.

But 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 even though Madrí Excepcional is marketed as “The Soul of Madrid” it’s ironically brewed in the UK as well as in Canada, two countries that couldn’t be less Spanish. Its rise was fueled by strong social media buzz; one day in April 2022 saw around 10,000 tweets about it, as its striking branding and packaging went viral.

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 at more than 4,500 accounts in the United Kingdom and now it’s available in more than 9,500 venues.

Madrí Excepcional is now the No. 4 lager in the U.K. and a top-10 global brand for Molson Coors

Molson Coors Bets Big On A Faux Spanish Beer

Madrí Excepcional is currently  one of the fastest-growing beers in the UK and Molson Coors is looking to  build on that momentum with a multi-million dollar global marketing campaign that celebrates modern Madrid with a beer that’s no longer brewed in Spain

That’s a big buck’s commitment by Molson Coors that speaks to their commitment to the brand and their inventive approach to marketing the lager as well as the beer’s Madrid vibe.

“There’s a traditional side to Madrid but it’s also very modern, progressive and inclusive,” Sophie Mitchell marketing controller for Madrí Excepcional in the UK said . “Our big goal this summer is improving awareness with consumers while maintaining a consistent voice and message that brings to life what Madrí Excepcional stands for.”

“Madrí Excepcional takes tradition and moves it forward,” Mitchell added “It’s a brand that embraces history, but builds upon it and takes it into the future.”

Although Madrí Excepcional launched in Canada in 2024 it’s still not available in the US, but we’ve got to think, what with its enormous international momentum, it won’t be long before it starts showing up in the states as well.

.###

(All image credits: Molson Coors)