The European-style lager is now available to the off-trade and will build on the brand’s success since launching in the on-trade here in October 2020 where it has already broken into the Top 10 best-selling draught World Lagers and currently has the third-highest rate of sale per outlet in the category.
World Lager now represents the second-largest segment in Ireland’s Lager market and the fastest-growing lager segment across the whole of Ireland.
The roll-out is being supported by a multi-million-€uro investment to drive momentum behind the brand including TV, video-on-demand, out-of-home and digital activity as well as a number of high-profile partnerships and activations.
“The World Lager category continues to go from strength to strength and Madrí Excepcional’s crisp, refreshing double award-winning liquid and distinctive branding give it a real Point Of Difference which we already know from our on-trade success appeals to Irish consumers,” said Shane O’Sullivan, Customer Director, RoI Off-Trade at Molson Coors Beverage Company Ireland, “It has enjoyed a strong start in the on-trade after 12 months and is now available in over 120 pubs and bars across the country, with one of the highest rates of sale in the Lager category,” he claimed.
“We’re confident it will help retailers drive sales in the off-trade too and we’ll be throwing our weight behind the brand with a comprehensive multi-channel marketing programme to put it front of mind for consumers.”
At 4.6% ABV Madrí Excepcional is a collaboration between Molson Coors and Madrid’s La Sagra Brewery which aims to capture ‘El Alma de Madrid’ or ‘The Soul of Madrid’ and has all the taste characteristics of a modern European-style lager.
Its branding is inspired by the term “Chulapo” – originally a group of people in Spanish society in the 19th Century famous for their vibrant and elaborate style of dress. Today, they represent the people of modern Madrid, full of life and energy. It’s this progressive spirit of modern Madrid that inspired Madrí Excepcional.
“La Sagra is founded on taking the best of the diverse cultures that surround us and applying innovative brewing techniques to create great-tasting beers that stand out from the crowd,” explained Carlos Garcia, Master Brewer and Founder of La Sagra Brewery.
Brewed in the UK, Madrí Excepcional represents the latest addition to Molson Coors’ growing portfolio in the UK and Ireland.