Madrí Excepcional is a British beer developed in
Burton on Trent
Burton upon Trent, also known as Burton-on-Trent or simply Burton, is a market town in the borough of East Staffordshire in the county of Staffordshire, England, close to the border with Derbyshire. At the 2021 census, it had a population of 7 ...
by
Coors, the parent company of
Carling, with some input from their Spanish brewery subsidiary in
Toledo
Toledo most commonly refers to:
* Toledo, Spain, a city in Spain
* Province of Toledo, Spain
* Toledo, Ohio, a city in the United States
Toledo may also refer to:
Places Belize
* Toledo District
* Toledo Settlement
Bolivia
* Toledo, Or ...
La Sagra; it is manufactured in
Tadcaster
Tadcaster is a market town and civil parishes in England, civil parish in North Yorkshire, England, north-east of Leeds and south-west of York.
Its historical importance from Roman times onward was largely as the lowest road crossing-point o ...
, UK. It is also brewed in Canada by Molson Coors for the Canadian market.
Style
The beer is a European-style
lager
Lager (; ) is a Type of beer, style of beer brewed and Brewing#Conditioning, conditioned at low temperature. Lagers can be Pale lager, pale, Amber lager, amber, or Dark lager, dark. Pale lager is the most widely consumed and commercially availab ...
with 4.6%
ABV
Alcohol by volume (abbreviated as alc/vol or ABV) is a common measure of the amount of alcohol contained in a given alcoholic beverage. It is defined as the volume the ethanol in the liquid would take if separated from the rest of the solution, ...
. The beer was originally developed and brewed for the British and Irish markets.
Presence
It was introduced to pubs in 2020; by 2022, due to intensive marketing, it became one of the 10 best selling lagers in the United Kingdom.
Off-trade sales began in 2022.
Marketing
The packaging uses a red design featuring a ''
chulapo'' man in a cap and
houndstooth
Houndstooth is a pattern of alternating light and dark check (fabric), checks used on fabric. It is also known as hounds tooth check, hound's tooth (and similar spellings), dogstooth, dogtooth or dog's tooth. The duotone pattern is characterized ...
waistcoat, echoing the
Moretti branding. It trades heavily on its
Spanish
Spanish might refer to:
* Items from or related to Spain:
**Spaniards are a nation and ethnic group indigenous to Spain
**Spanish language, spoken in Spain and many countries in the Americas
**Spanish cuisine
**Spanish history
**Spanish culture
...
associations, using the slogan "''El Alma de Madrid''" ("the soul of
Madrid
Madrid ( ; ) is the capital and List of largest cities in Spain, most populous municipality of Spain. It has almost 3.5 million inhabitants and a Madrid metropolitan area, metropolitan area population of approximately 7 million. It i ...
"); however, it is brewed in
Tadcaster
Tadcaster is a market town and civil parishes in England, civil parish in North Yorkshire, England, north-east of Leeds and south-west of York.
Its historical importance from Roman times onward was largely as the lowest road crossing-point o ...
, which has long been a centre for British brewing. The beer is aimed at the premium end of the British and Irish lager market.
However, the overt Spanish branding of Madri has drawn criticism with Molson Coors accused of lacking authenticity and transparency with ''
The Sunday Times
''The Sunday Times'' is a British Sunday newspaper whose circulation makes it the largest in Britain's quality press market category. It was founded in 1821 as ''The New Observer''. It is published by Times Newspapers Ltd, a subsidiary of N ...
'' describing Madri as "the biggest illusion in British brewing history." Although Molson Coors claim that Madrí has been created in partnership with its Toledo La Sagra subsidiary and promote the beer under the slogan the 'Soul of Madrid', the brewery is not known in the city;
Mahou and El Águila are more popular amongst Spanish beer drinkers.
References
{{beer-stub
Beer brands of the United Kingdom