Madrí Excepcional



Madrí Excepcional is a beer produced in the United Kingdom by Coors with some input from their Spanish brewery subsidary in Toledo La Sagra. It is also brewed in Canada by Molson Coors for the Canadian market.

Style
The beer is a European-style lager with 4.6% ABV. The beer was originally developed and brewed for the British and Irish markets.

Presence
It was introduced to pubs in 2020 and by 2022, due to intensive social media marketing, it became one of the 10 best selling lagers in the United Kingdom. Off-trade sales began in 2022.

Marketing
The packaging uses a red design featuring a chulapo man in a cap and houndstooth waistcoat, echoing the Moretti branding. It trades heavily on its Spanish associations, using the slogan "El Alma de Madrid" ("the soul of Madrid"), although it is brewed in Tadcaster, which has long been a centre for British brewing. The beer is aimed at the premium end of the British and Irish lager market.