New Beer Born In Madrid A Big Hit In UK

Sometimes it’s the place where a beer comes from that generates its vibe and a following. And Madrí Excepcional, which has quickly become a UK favorite, is a perfect example.

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 even though Madrí Excepcional is marketed as “The Soul of Madrid” it’s ironically widely brewed 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 more than 9,500 venues.

Madrí Excepcional is now one of the fastest-growing beers in the UK and Molson Coors is looking build on that momentum with a multimillion dollar, five-month summer marketing campaign.

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.

The “El alma de Madrid” or “The Soul of Madrid,” campaign aims to bring “the vibrancy, warmth and progressive spirit of modern Madrid to the U.K.,” Sophie Mitchell, senior brand manager for Madrí Excepcional told Beer & Beyond….

The trippy TV spot which was shot on location in Madrid by directing duo Julien & Quentin and Pulse Films, depicts a man traveling by train walking through a series of red doors that lead him through the bustling streets of Madrid — a sunny terrace, a street party, a mural-speckled street scene. He completes his journey on a rooftop bar where he’s served a bottle of Madrí Excepcional, where he takes in what’s known in Madrid as the blue hour, when the sun sets and the evening begins.

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“There’s a traditional side to Madrid but it’s also very modern, progressive and inclusive,” Mitchell 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, “It’s a brand that embraces history, but builds upon it and takes it into the future.”

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

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(All image credits: Molson Coors)