Madrí Excepcional 0.0% launched in March 2025 as the alcohol-free version of a lager that had ranked fourth among the best-selling lagers in the UK by 2024. It is brewed at Tower Brewery in Tadcaster, Yorkshire, through a collaboration between Molson Coors and its Spanish subsidiary La Sagra Brewery in Toledo. After fermentation, the alcohol is removed using proprietary technology, a process known as dealcoholisation. Dealcoholisation means the beer was brewed at full strength before the alcohol was taken out.