Madri

Madrí Excepcional is a modern European-style lager and cerveza excepcional, created by Molson Coors in collaboration with La Sagra Brewery of Toledo, Spain, and introduced to pubs and bars in October 2020. The brand takes its name from the traditional Spanish pronunciation of Madrid and draws its inspiration from the city's culture, including the modern Chulapos tradition and the spirit of the capital. La Sagra Brewery was founded in Toledo in 2011 by Carlos Garcia, who was born in Madrid.

Madrí Excepcional entered the off-trade in 2022, following its 2020 pub launch. The brand targets the premium end of the British and Irish lager market, and Molson Coors also brews it in Canada for the Canadian market.

The alcohol-free lager in the range is brewed by La Sagra in Spain under licence from Molson Coors, and is made with barley malt, wheat, barley, glucose syrup, sucrose, natural flavourings, and hops. The format extends the brand's premium lager positioning to designated drivers and sober-curious drinkers.

At a Glance