Madri Excepcional Lager

Madri Excepcional is a modern European-style lager that represents a unique collaboration between two major brewing entities. The brand was launched in 2020 through a partnership between Molson Coors and La Sagra Brewery, an artisanal brewery based in Toledo, Spain. The goal was to create a premium lager that captures the soul of Madrid (the 'El Alma de Madrid'), focusing on the vibrant and modern culture of the Spanish capital.

While the branding and recipe development are rooted in Spanish brewing traditions and the expertise of La Sagra's Master Brewers, the majority of the product consumed in international markets, particularly the UK, is brewed at Molson Coors' facilities in Burton-upon-Trent. This strategic arrangement allows for large-scale production while maintaining the flavor profile intended by its Spanish creators. The branding prominently features a 'Chulapo'—a traditional figure from 19th-century Madrid known for their elaborate dress and cheeky attitude—reinforcing its cultural heritage.

Today, the brand is part of the extensive portfolio of Molson Coors Beverage Company. Since its debut, it has become one of the most successful new product launches in the beer category, blending the artisanal appeal of a Spanish craft beer with the global distribution capabilities of one of the world's largest beverage conglomerates.