Madrí Excepcional has launched a new £5m summer marketing campaign featuring the return of its advert with Spanish DJ duo Mestiza.
The campaign will run across VOD, social and digital from this month, with TV and OOH advertising rolling out out from June.
It would reach an estimated 22 million shoppers and ensure the brand remained “front of mind during a key trading period,” Madrí owner Molson Coors said.
To support the push, the brand will also introduce new gift-with-purchase packs across convenience and wholesale from July.
Shoppers purchasing participating packs of Madrí Excepcional or Madrí Excepcional 0.0% will receive a branded snack tray, enabling retailers to tap into demand for “more premium at-home social occasions”.
“With the return of our Mestiza campaign, we’re bringing the energy and spirit of modern Madrid to life at scale again this summer,” said Anca Secara, marketing controller for Madrí Excepcional at Molson Coors. “This campaign has been designed with our retail partners in mind. From high-impact marketing that drives shoppers into stores, to targeted activation like our gift-with-purchase mechanic, we’re giving retailers the tools to help convert that demand into sales.
“With premium world lager continuing to drive category growth, we’re looking forward to helping retailers maximise the opportunity this summer and beyond.”
Madrí was launched by Molson Coors in the UK in 2020, landing in the off-trade in 2022.
The continental-style lager is brewed in Burton-upon-Trent but has successfully tapped into rising demand for world lagers and is now worth £130.2m [NIQ 52 w/e 6 September 2025].
However, sales have plateaued in recent years, and the brand was leapfrogged by Heineken-owned rival Cruzcampo last year.
Value and volume sales of Madrí have climbed by just single mid-digits in the past year, NIQ data compiled for The Grocer’s Britain’s Biggest Alcohol Brands Report 2026 will next month show.
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