Its branding is inspired by the term “Chulapo” – originally a group of people in Madrid during the 19 th century who were famous for their elaborate style of dress and cheeky attitude. In stark contrast to the marketing tactics of startups like BrewDog, who screamed in your face about how different they were to everything already out there, Madrí gave you familiarity. That's why we put him on the can, to capture this spirit and remind us to celebrate El Alma De Madrid - 'The Soul of Madrid'. Madrí Excepcional embodies this sentiment by bringing together traditional and modern brewing techniques to produce a great tasting fusion beer. Hitting the UK in 2021 this joint venture between Molson Coors and La Sagra brewery has been a huge success.

Madri Excepcional Chalice Beer Glass - Pint/20oz - GarageBar Madri Excepcional Chalice Beer Glass - Pint/20oz - GarageBar

That was exactly the same month that Manchester Evening News reported on the new beer that was ‘everywhere’ in the UK, and the Irish Mirror asked whether the new lager that the UK was ‘obsessed’ with was about to ‘take over’ Irish pubs too. Our beer is crisp, clean and refreshing with a malt flavour which is balanced by bitterness from the hops. It was the same month that LADbible sent out its Madrí lager appreciation tweet with no explanation whatsoever.Madrid is famous for the passion of its people and this passion is embodied by the “Chulapos”, a group of people in Spanish society in the 19th century who were famous for their elaborate style of dress and cheeky attitude. 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. The Madri Excepcional beer glass is dishwasher safe, toughened and nucleated to keep your pint fizzing until its last drop. This beer glass is one of the vast selection available from GarageBar so have a look at some of our other glasses from around the world! It’s been a while since I tried a new beer, but I saw some Madrí Excepcional and decided I had to get myself a few cans for the summer.

Madri Excepcional Lager Beer 24 x 330 ml (bottles),Package Madri Excepcional Lager Beer 24 x 330 ml (bottles),Package

And McLaughlin of Coors says the firm has big plans in the works to ‘continue to raise its profile even further’, so it’s certainly not going anywhere soon. It may not be reproduced in any way whatsoever without Wm Morrisons Supermarkets Limited prior consent, nor without due acknowledgement.ABV, with a light golden colour and a smooth, well-rounded taste profile with a short bitter finish. In the UK and Ireland we now have six breweries, with our UK home in the renowned brewing town, Burton-upon-Trent, and a nearly 300-year-old cider press in Suffolk. Coors seized the opportunity: according to their marketing controller Ryan McLaughlin, the summer marked a ‘multimillion-pound investment’ in the brand’s ‘El Alma de Madrid’ campaign.

Madri Excepcional | Morrisons

It’s strong enough to have a lot of flavour, but not so strong to feel like you’d be hammered after 2 or 3. Sign up to unlock our digital magazines and also receive the latest news, events, offers and partner promotions. For more information about cookies, how the site uses them and your privacy, see our cookie information page. If someone’s got a lager with branding that’s doing really well, then all the other big groups copy it,’ Brown explains. According to Ryan McLaughlin, marketing controller at Coors,Madrí’s branding is inspired by nineteenth-century Spain and ‘the progressive spirit of modern Madrid’.

Like most lagers, sorry 'beers' this just lacks any flavour, I do much prefer a proper real ale beer or craft lager but when I see something new I figure to give it a go, this is no descript, bland and like many other mass produced lagers, nothing at all special.

OUR BEERS | MADRÍ

Please let me know if you have featured me in your blog, magazine or publication and I will add your button. 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. According to Brown, this is a common strategy: ‘If you’ve got the distribution points, you can copy somebody else’s brand, not have that brand in your distribution, and say, “But this one’s just as good. One said: ‘I’m increasingly convinced it’s a marketing tool for something else and not a real lager.So despite its launch almost two years earlier, April 2022 was the month the serious Madrí marketing push kicked off, and so began our hot Madrí summer. I’d definitely put this in the same leagues as the other branded lagers you’ve probably had: Peroni, Moretti, San Miguel and Estrella Damm.