About Madri Excepcional
Madrí Excepcional has become one of the most remarkable success stories in British brewing history. Launched in October 2020, this Spanish-style premium lager achieved the most successful new beer launch in the UK hospitality sector for 16 years, quickly climbing to become the country's fourth best-selling lager. The beer was created by Molson Coors—the company behind Carling, Coors Light and Blue Moon—in collaboration with La Sagra Brewery, a Spanish craft brewery near Toledo that Molson Coors acquired in 2017. La Sagra was founded in 2011 by Madrid-born brewer Carlos Garcia, whose influence helped shape Madrí's distinctive character. While promoted as capturing the 'Soul of Madrid,' Madrí is actually brewed at Molson Coors sites in the UK, including Tadcaster in Yorkshire. This hasn't dampened enthusiasm among British drinkers, who embraced the brand for its crisp, refreshing taste and striking visual identity that went viral on social media. Madrí's meteoric rise was fuelled by perfect timing—launching post-pandemic when drinkers craved outdoor drinking experiences and associations with Mediterranean holidays. In its first full year (2021-2022), Madrí achieved sales of over £109 million, the highest value for any new alcohol brand launch in that period. Now available internationally including Spain, Ireland, Bulgaria, Romania and Canada, Madrí Excepcional continues to dominate the premium lager category. Available at Morrisons and Lidl in the UK, compare prices on Grocefully to enjoy this phenomenon at home.

