Molson Coors brings the taste of Madrid to Canada with Madrí Excepcional

Molson Coors introduces Madrí Excepcional to beer lovers in Canada. This follows a successful debut in the United Kingdom in 2020. Inspired by El Alma de Madrid, Madrí Excepcional is the first collaboration between Molson Coors and La Sagra brewery near Madrid, Spain. The outcome is a European-style lager positioned within Molson Coors’ roster of high-end offerings and has been cited as the company’s most successful new brand launch of the past several decades.

“We’re thrilled with Madrí Excepcional’s success in the U.K., Molson Coors’ most successful European innovation. In just three years, the brand became the second largest above-premium lager in on-premise locations and the third-largest World beer across all channels in the U.K.,” said Frederic Landtmeters, president of Molson Coors Canada. “Above premium world beers are growing in Canada, and Madrí Excepcional aims to establish itself as a standout player in the market through its distinct branding, great taste, and authentic Spanish appeal. We expect the beer’s distinctive Spanish vibe to connect with Canadian consumers, offering a refreshing choice for beer enthusiasts.”

In March 2024, Madrí Excepcional will be available on draught in on-premise venues and on shelves in key retail locations across Canada.