Molson Coors is launching its posh Madrí Excepcional beer brand into the off-trade.
The beer, which hit the UK’s pubs and bars back in October, is brewed as a collaboration between Molson Coors and Spanish brewery La Sagra.
The brewers wanted to capture “the soul of Madrid” with the 4.6% abv brew, which had “all the taste characteristics of a modern European-style lager”, said Molson Coors, adding it was “crisp, clean” and “full of flavour and aroma”.
The branding was inspired by the “chulapo”, a group of people in Spanish society in the 19th century who were “famous for their vibrant and elaborate style of dress”, it added.
It will begin rolling out into the mults from March.
Madrí Excepcional had “enjoyed a strong start in the on-trade after 12 months and is now available in over 6,000 pubs and bars across the UK, with one of the highest rates of sale in the lager category”, claimed Molson Coors marketing controller for premium beers Ryan Mclaughlin.
Its launch would be backed by a “multimillion-pound” spend, spanning TV, video on demand, out of home and digital activity as well as “a number of high-profile partnerships and activations”, said the brand.