Madrí Excepcional will be exclusively available on draught in the UK on-trade venues from next week (19th October)
The beer is a 4.6% abv modern European-style lager and was created to capitalise on the fast-growing world lager category, which now makes up 24% of the lager market in the UK. It has also been the fastest growing sub-segment of the beer category since venues reopened following the national lockdown (all figures CGA).
It is described as ‘full of flavour and aroma…with a light golden colour and a smooth, well-rounded taste profile with a short bitter finish.’ The beer will be brewed in Molson Coors' Tadcaster brewery in Yorkshire.
Its branding is inspired by the term ‘chulapo’, originally a group of people in Madrid during the 19th 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.
‘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,’ explained Carlos Garcia, founder and CEO of La Sagra Brewery, which is situated between Toledo and Madrid.
‘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.’
