Madrí Excepcional lager beer

Madrí Excepcional is a modern European-style lager that aims to capture the spirit of Madrid. It was launched in 2020 as a unique collaboration between Molson Coors Beverage Company and La Sagra Brew, an artisanal brewery based in Spain. The brand's branding, featuring the 'Chulapo'—a traditional figure of Madrid's 19th-century culture—marketed it as an authentic Spanish lager, although its production and distribution strategies were heavily focused on the British market.

While the soul and recipe of the beer are rooted in Spain through the expertise of La Sagra's master brewer, the majority of the Madrí Excepcional sold in the United Kingdom is brewed locally at Molson Coors' facilities, such as the brewery in Burton-on-Trent. This localized production helps meet the massive demand the brand saw across British pubs and supermarkets since its debut.

The brand is currently owned by Molson Coors Beverage Company, a multinational brewing giant headquartered in the United States and Canada. Molson Coors holds a majority stake in La Sagra Brew, which solidifies its control over the Madrí brand globally. Through its extensive distribution network, Molson Coors has successfully positioned Madrí Excepcional as one of the fastest-growing beer brands in the premium lager category.