Since its 2020 launch in the United Kingdom, Madri Excepcional has become a
favourite for British pubgoers and is Molson Coors' top-performing new brand of the
last 20 years
TORONTO, Jan. 31,
2024 /CNW/ - Molson Coors Beverage Company ("MCBC"
or "Molson Coors") (NYSE: TAP) (NYSE: TAP.A) is excited to
introduce Madrí Excepcional to beer lovers in Canada starting this February. Following a
wildly successful debut in the United
Kingdom in 2020, Madri Excepcional has quickly become one of
the most popular brands on the British pub scene and in grocery
stores across the U.K. Inspired by El Alma de Madrid, Madri Excepcional is the first
collaboration between Molson Coors
and La Sagra brewery near Madrid.
The outcome is a European-style lager positioned within
Molson Coors' roster of high-end
offerings and has been cited as the company's most successful new
brand launch of the past several decades.
"We're thrilled with Madrí Excepcional's success in the U.K.,
Molson Coors' most successful
European innovation. In just three years, the brand became the
second largest above-premium lager in on-premise locations and the
third-largest World beer across all channels in the UK," said
Frederic Landtmeters, President of Molson
Coors Canada. "Above premium world beers are growing in
Canada, and Madrí Excepcional aims
to establish itself as a standout player in the market through its
distinct branding, great taste, and authentic Spanish
appeal. We expect the beer's distinctive Spanish vibe to
connect with Canadian consumers, offering a refreshing choice for
beer enthusiasts."
Madrí Excepcional aims to capture "El alma de Madrid" or "The Soul of Madrid" and has all the taste characteristics
of a modern Spanish-style lager – crisp, smooth, and refreshing;
brewed at 4.6% ABV.
The heart and soul of this brand lies in the magic of
contemporary Madrid: modern,
progressive, and urban. Yet, it never loses sight of the rich
culture and traditions cultivated in Spain, over thousands of years. This fusion of
innovation and heritage is what sets the brand apart, making it
truly Excepcional. The brand is embodied by the "Chulapo",
representing a group of people from 19th century
Madrid, famous for their elaborate
style and cheeky attitude. This distinctive figure takes center
stage on the product packaging and in communication materials.
Today, the term is often used to refer to the people of
Madrid, and the spirt of the
original Chulapo's which continues to live on within them.
The launch will be bolstered by a significant investment,
fueling brand exposure through TV, social, and digital media.
High-profile partnerships and activations will emphasize the
brand's alignment with progressive art, food, and music
cultures.
In March 2024, Madrí Excepcional
will be available on draught in on-premise venues and on shelves in
key retail locations across Canada.
About Molson Coors Beverage
Company
For more than two centuries, Molson
Coors has been brewing beverages that unite people to
celebrate all life's moments. From Coors Light, Miller Lite, Molson
Canadian, Carling, and Staropramen
to Coors Original, Blue Moon Belgian White, Blue Moon Light, Vizzy
Hard Seltzer, Leinenkugel's Summer
Shandy, Creemore Springs, Hop Valley and more, Molson Coors produces many beloved and iconic
beer brands. While the company's history is rooted in beer,
Molson Coors offers a modern
portfolio that expands beyond the beer aisle as well. Our
Environmental, Social and Governance strategy is focused on People
and Planet with a strong commitment to raising industry standards
and leaving a positive imprint on our employees, consumers,
communities, and the environment.
Learn more about Molson Coors Beverage Company, visit
molsoncoors.com, MolsonCoorsOurImprint.com or on Twitter
through @MolsonCoors.
SOURCE Molson Coors Canada