Madri Excepcional Lager Beer 24 x 440 ml (cans)

Product Information

Situated between Toledo and Madrid, La Sagra sits in a unique area of Spain, which is historically a melting pot of different cultures and tastes. This philosophy of “fusion” has been integral to the creation of Madri Excepcional. And then there was the distribution: Molson Coors was already supplying a lot of bars. ‘The brand already owned Carling, the biggest beer in the country,’ says Brown. ‘All they had to say to pubs was: “Well, you’ve got Carling. Do you want some Madrí as well?”’

Beer - Spanish Lager - Tesco Groceries Beer - Spanish Lager - Tesco Groceries

It’s strong enough to have a lot of flavour, but not so strong to feel like you’d be hammered after 2 or 3.

Questions & Answers

No one who comes in here from Spain has ever heard of it,’says Haye. ‘They’ll ask: “Why has that got Madrid on it?”’ But the British lager drinkers? Lapping it up, he tells us. Every last drop. The Madrí we have in the UK, Madrí Excepcional, is a collaboration with the original brewer La Sagra and worldwide brand Malson Coors (aka the Coors beer brand). It doesn’t taste too weak or too strong, and being 4.6%vol it sits at a nice strength for easy drinking. They call this a premium lager, and I’d say it is a really nice drink. Carlos Garcia grew up on the outskirts of Madrid and after seeing first-hand the central role that beer plays in Spanish custom & lifestyle he began to sell craft beer. This ultimately led him to establish La Sagra, a young, innovative brewery, with a passionate team of beer lovers brewing exceptional quality Beers, leading an unstoppable beer movement in Spain & beyond!

Madri Excepcional Lager Beer 24 x 330 ml (bottles),Package Madri Excepcional Lager Beer 24 x 330 ml (bottles),Package

Madrí Excepcional will initially be exclusively available to the On-trade and Molson Coors aims for it to be available in outlets across the UK by the end of 2021. And as for the taste? It’s pretty good, to be honest. There’s a lot of shit lager out there, and Madrí isn’t one of them. ‘It isn’t too strong on one side or another,’ says Haye. ‘Even if you’re a neutral beer-drinker, you’re not going to find it offensive, and you’re not going to find it tasteless. And I think that’s exactly what they were looking for. It just seems to fit straight into the market.’ It seems like Madrí is being heavily promoted. I’ve seen a lot of bars using Madri branded umbrellas and dividers outside their bar, this seems to beWe’ve always lived vicariously through brands,’ says Brown . ‘We were really wishing we were in Spain, and Madrí made us feel better about it.’ Coors seized the opportunity: according to their marketing controller Ryan McLaughlin, the summer marked a ‘multimillion-pound investment’ in the brand’s ‘El Alma de Madrid’ campaign. Post-pandemic, the brand symbolised the one thing we wanted the most: a nice sunny holiday Ryan Mcfarland, Regional Business Director, Western Europe at Molson Coors, said: “We’re so excited to be bringing this great collaboration with Carlos and the team at La Sagra to UK drinkers. In these incredibly challenging times for the hospitality sector we’re continuing to invest in the future and support our customers with innovative new products which will encourage people to visit pubs and bars when they’re able to do so. World Lager is now the second biggest sector of the lager category in the UK, making up almost one in four pints of lager consumed. Madrí Excepcional provides a new and unique option in this category for pub and bar operators and we’re confident will be a huge hit with consumers.” Madri Excepcional, the first NPD collaboration between La Sagra and Molson Coors, will be exclusively available on draught in UK on-premise venues from 19 th October