Madrí Excepcional beer

Madrí Excepcional is a premium lager that has rapidly become one of the most successful beer launches in the UK market. Despite its strong Spanish branding and the slogan 'El Alma de Madrid' (The Soul of Madrid), the beer is a British-developed product. It was launched in 2020 by Molson Coors as a collaboration with La Sagra, a Spanish craft brewery located in Toledo that Molson Coors invested in back in 2017.

While the brand identity, including the 'Chulapo' figure on the packaging, is deeply rooted in Madrid's culture, the beer sold in the UK and Ireland is brewed domestically. Production primarily takes place at Molson Coors' facilities in the United Kingdom, specifically at the Tower Brewery in Tadcaster and in Burton-on-Trent. This localized manufacturing allows the company to meet high demand efficiently while reducing the environmental impact associated with long-distance shipping.

The brand is owned and managed by the Molson Coors Beverage Company, a multinational brewing giant headquartered in the United States. The collaboration with La Sagra was designed to bring a Mediterranean-style flavor profile to the British market, blending Spanish brewing inspiration with established UK manufacturing and distribution networks.