I’ve drank Madri on it’s own as well as having a burger with it, and it does the job well on both occasions. Iceland is unable to accept liability for any inaccuracies or incorrect information contained on this site. If someone’s got a lager with branding that’s doing really well, then all the other big groups copy it,’ Brown explains. If I am looking for a lager in the future, I’d definitely consider getting Madrí Excepcional once again. 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.

Please remember that products suitable for vegans may not necessarily be suitable for people with food allergies, as advised by The Vegan Society. It was created by Molson Coors – the company behind Carling, Coors Light, Pravha and Blue Moon – in collaboration with La Sagra Brewery, a craft firm in Spain that was bought out by Coors in 2017. ABV, with a light golden colour and a smooth, well-rounded taste profile with a short bitter finish. 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.The Madrí we have in the UK, Madrí Excepcional, is a collaboration with the original brewer La Sagra and worldwide brand Malson Coors (aka the Coors beer brand). 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. Our beer is crisp, clean and refreshing with a malt flavour which is balanced by bitterness from the hops. According to Ryan McLaughlin, marketing controller at Coors,Madrí’s branding is inspired by nineteenth-century Spain and ‘the progressive spirit of modern Madrid’. 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.

Even if you’re a neutral beer-drinker, you’re not going to find it offensive, and you’re not going to find it tasteless. 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. 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.

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. They originated from a sense of pride for their neighbourhood where they were born and raised, famous for their vibrant and elaborate style of dress. I'm not a big beer drinker, but I like the social aspect of a bottle of beer with friends in the garden on a hot day. I wondered why I had been seeing quite a bit of what seems to be the new brand that is Madrí, so I done a bit of reading.