Molson Coors Beverage Company (MCBC) has announced its first collaboration with the La Sagra Brewery, based near Madrid, with the launch of Madrí Excepcional – a new modern European-style lager.
Madrí Excepcional is available exclusively on draught in on-premise venues across the UK and Ireland as of 19th October and has been designed to capitalise on the fast-growing World Lager category, which now makes up 20.4% of the lager market in Ireland. It has also been the fastest growing sub-segment of the beer category since venues began to reopen at the end of June.
Madrí Excepcional aims to capture “El alma de Madrid” or “The Soul of Madrid” and has all the taste characteristics of a modern European-style lager, at 4.6% AB.
Its branding is inspired by the term “Chulapo” – originally a group of people in Madrid during the 19th century who were famous for their elaborate style of dress and cheeky attitude. Today, the term is often used to refer to people from Madrid and this sense of style and attitude that lives on in the city.
Carlos Garcia, Founder and CEO of La Sagra Brewery, said: “La Sagra is founded on taking the best of the diverse cultures that surround us and applying innovative brewing techniques to create great tasting beers that stand out from the crowd. These principles are shared by Molson Coors and by working together we’ve created something really special in Madrí Excepcional, a unique fusion of the Chulapo way of life and British brewing heritage.”
Ryan Mcfarland, Regional Business Director, Western Europe at Molson Coors, said: “We’re so excited to be bringing this great collaboration with Carlos and the team at La Sagra to UK and Ireland drinkers. World Lager is now the second biggest sector of the lager category in Ireland, making up one in five pints of lager consumed. Madrí Excepcional provides a new and unique option in this category for pub and bar operators and we’re confident will be a huge hit with consumers.”
Madrí Excepcional will initially be exclusively available to the on-trade and Molson Coors aims for it to be available in outlets across the UK and Ireland by the end of 2021.