It seems like Madrí is being heavily promoted. I’ve seen a lot of bars using Madri branded umbrellas and dividers outside their bar, this seems to be No one who comes in here from Spain has ever heard of it,’says Haye. ‘They’ll ask: “Why has that got Madrid on it?”’ But the British lager drinkers? Lapping it up, he tells us. Every last drop. 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. 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. The crisp, clean and refreshing liquid is full of flavour and aroma at 4.6% ABV, with a light golden colour and a smooth, well-rounded taste profile with a short bitter finish.

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. 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. Madrí Excepcional embodies this sentiment by bringing together traditional and modern brewing techniques to produce a great tasting fusion beer. Situated between Toledo and Madrid, La Sagra sits in a unique area of Spain, which is historically a melting pot of different cultures and tastes. This philosophy of “fusion” has been integral to the creation of Madri Excepcional.It’s really easy to pour too. I poured this out from a 440ml can into a glass and it was so easy. A nice head on the beer without it being too frothy which can be a problem for some lager.

It doesn’t taste too weak or too strong, and being 4.6%vol it sits at a nice strength for easy drinking. They call this a premium lager, and I’d say it is a really nice drink. 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 drinkers. In these incredibly challenging times for the hospitality sector we’re continuing to invest in the future and support our customers with innovative new products which will encourage people to visit pubs and bars when they’re able to do so. World Lager is now the second biggest sector of the lager category in the UK, making up almost one in four 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.” 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.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. It has all the taste characteristics of a Mediterranean-style lager, full of flavour and aroma at 4.6% ABV, with a light golden colour.. Madrí Excepcional has an ABV of 4.6% with a light golden colour and a thin white head, that lasts well.. Our beer is crisp, clean and refreshing with a malt flavour which is balanced by bitterness from the hops. ?. It has a smooth medium-bodied mouthfeel - a bigger than expected mouthfeel for 4.6% ABV.. The Grainy, bready malt aromas with pleasant flora hops make for enjoyable drinking.. Madrí Excepcional.

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.”’ Spicy. Madri Excepcional, the first NPD collaboration between La Sagra and Molson Coors, will be exclusively available on draught in UK on-premise venues from 19 th October 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.

What Does Madrí Excepcional Taste Like?

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.

Madrí is a completely manufactured and invented brand,’ says Pete Brown, an expert in beer trends and author of ‘ Clubland: How the Working Men’s Club Shaped Britain’ . ‘It’s purely a marketing reflex exercise. And it’s probably the best [marketing campaign] we’ve seen since Peroni.’ 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.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 by the end of 2021. For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. 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.