Madri Excepcional Lager Beer 24 x 440 ml (cans)

Product Information

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 be Carlos Garcia, Founder 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.” Where is Madri beer brewed? Molson Coors says: "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. 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?

Madri is brewed to a 4.6% ABV. That's fairly standard for a draught lager in the UK. They are usually between 4 and 5%. Do supermarkets like Tesco, Sainsbury's, Morrisons, and Asda sell Madri? 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.

Join our Co-op online for just £1

That's not unusual in the UK. The Heineken you get here comes from Yorkshire, not Amsterdam. Belgian lager Stella Artois is brewed in Wales and Lancashire and Newcastle Brown Ale hasn't been made in Newcastle for years. How strong is Madri, what is the ABV percentage? Launched in the UK and Ireland market in October 2020, Madrí Excepcional is described as a "modern-European style lager". It was developed in collaboration with La Sagra, a brewery based an hour's drive from the centre of Madrid. Hence, "Madri". 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.” 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’ve drank Madri on it’s own as well as having a burger with it, and it does the job well on both occasions.

Madri has been a huge commercial success since it launched. It also won a silver medal in the lager category at the World Beer Awards 2021.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. 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.

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!Planning a special occasion? Our selection of champagne & sparkling wineadds a touch of elegance, while our bar accessories offer the essentials for serving up drinks the right way. Remember, you can celebrate responsibly and still make it memorable. 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.

Madri's brewers say: "To build on this momentum, the brand will be launching a multimillion-pound marketing and advertising campaign later this year, including TV, video-on-demand, out-of-home and digital activity. It will also be partnering with a number of high-profile events and venues over the summer, including London’s iconic Vinegar Yard, where it hosted a number of events over the past couple of weeks." 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. 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.

Co-op food delivered in 2hrs or less from just 99p

Yes, since March, Madri has been available to buy from off-licence retailers. They include Sainsbury’s, Tesco, Morrisons and Asda. Madri is sold in bottles and cans. 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 READ MORE: I found one of the cheapest full English breakfasts you can get in Manchester and wasn't disappointed It's a bit of both. Madri is brewed in the UK and available in the UK but was created in partnership with a Spanish brewery and is marketed as Spanish influenced.