Madri

The brand was built to occupy the Mediterranean-style lager category, drawing on the cultural identity of the Spanish capital. Its visual identity centres on the figure of El Chulapo, a character representing the spirited, working-class communities of 19th-century Madrid. The collaboration brings together La Sagra's Spanish brewing heritage and the commercial scale of Molson Coors, one of the world's largest beverage companies.

The 0.0% variant arrived in early 2024, extending the range into the alcohol-free lager segment. Madrí Excepcional 0.0% is brewed using the same ingredients as the original full-strength lager, with the alcohol subsequently removed (dealcoholisation: the beer is brewed at full strength, then the alcohol is taken out of the finished product). This means the AF variant shares the same recipe foundation as the original, rather than being formulated from scratch as an independent product. For designated drivers and others who want a familiar, mainstream lager format in an AF package, the 0.0% is positioned as a straightforward, widely accessible option with an established brand identity behind it.

The broader Madrí Excepcional range has a significant on-trade hospitality presence, which gives the 0.0% variant a recognisable brand context to sit within. The 0.0% is stocked across mainstream supermarkets and through specialist alcohol-free retailers, making it one of the more widely distributed Spanish-style AF lagers currently available.