Madri Excepcional Lager Beer 24 x 440 ml (cans)

Product Information

Peroni was the drink that madeContinental lager cool, if you didn’t know. And to follow suit, Heineken poured a shitload of money into Birra Moretti, and Carlsberg did the same for San Miguel. ‘If someone’s got a lager with branding that’s doing really well, then all the other big groups copy it,’ Brown explains. ‘They want a share of the action.’ And thus we entered a new era. A sizzling hot new category entered the trade: ‘Mediterranean lager’. An unconfirmed rumour in the beer world is that Madrí is simply Coors Light with extra hop extract

Madrí Excepcional aims to capture “El alma de Madrid” or “The Soul of Madrid” and has all the taste characteristics of a modern European-style lager. The crisp, clean and refreshing liquid is full of flavour and aroma at 4.6% ABV, with a light golden colour and a smooth, well-rounded taste profile with a short bitter finish. I’d definitely put this in the same leagues as the other branded lagers you’ve probably had: Peroni, Moretti, San Miguel and Estrella Damm.I have tried a few cans and I can honestly say that I like the lager. It’s just like you’d expect from a lager, and has that nice crisp lager taste. 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! Madrí is a completely manufactured and invented brand,’ says Pete Brown, an expert in beer trends and author of ‘ Clubland: How the Working Men’s Club Shaped Britain’ . ‘It’s purely a marketing reflex exercise. And it’s probably the best [marketing campaign] we’ve seen since Peroni.’ Carlos Garcia, Founder and CEO of La Sagra Brewery, said: “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. These principles are shared by Molson Coors and by working together we’ve created something really special in Madrí Excepcional, a unique fusion of the Chulapo way of life and British brewing heritage.” The traditional Madri beers such as the pilsner are brewed in Toledo in the La Sagra brewery, but the Excepcional is done by Coors. What Does Madrí Excepcional Taste Like?

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. 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 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 beSituated 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?”’ 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. It’s really easy to pour too. I poured this out from a 440ml can into a glass and it was so easy. A nice head on the beer without it being too frothy which can be a problem for some lager.

I wondered why I had been seeing quite a bit of what seems to be the new brand that is Madrí, so I done a bit of reading. Molson Coors Beverage Company (MCBC) has announced its first collaboration with the La Sagra Brewery, based near Madrid, with the launch of Madrí Excepcional – a new modern European-style lager. 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. I’ve drank Madri on it’s own as well as having a burger with it, and it does the job well on both occasions.

Its branding is inspired by the term “Chulapo” – originally a group of people in Madrid during the 19 th century who were famous for their elaborate style of dress and cheeky attitude. Today, the term is often used to refer to people from Madrid and this sense of style and attitude that lives on in the city. Madrí Excepcional embodies this sentiment by bringing together traditional and modern brewing techniques to produce a great tasting fusion beer. We’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 It’s been a while since I tried a new beer, but I saw some Madrí Excepcional and decided I had to get myself a few cans for the summer.