Posted 20 hours ago

Madri Excepcional Lager Beer 24 x 440 ml (cans)

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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. 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

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’s strong enough to have a lot of flavour, but not so strong to feel like you’d be hammered after 2 or 3. 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 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.It has all the taste characteristics of a Mediterranean-style lager, full of flavour and aroma at 4.6% ABV, with a light golden colour.. Madrí Excepcional has an ABV of 4.6% with a light golden colour and a thin white head, that lasts well.. Our beer is crisp, clean and refreshing with a malt flavour which is balanced by bitterness from the hops. ?. It has a smooth medium-bodied mouthfeel - a bigger than expected mouthfeel for 4.6% ABV.. The Grainy, bready malt aromas with pleasant flora hops make for enjoyable drinking.. Madrí Excepcional. 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.’ 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. 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?”’ 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 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.If I am looking for a lager in the future, I’d definitely consider getting Madrí Excepcional once again. 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 According to Brown, this is a common strategy: ‘If you’ve got the distribution points, you can copy somebody else’s brand, not have that brand in your distribution, and say, “But this one’s just as good.”’ Spicy. And as for the taste? It’s pretty good, to be honest. There’s a lot of shit lager out there, and Madrí isn’t one of them. ‘It isn’t too strong on one side or another,’ says Haye. ‘Even if you’re a neutral beer-drinker, you’re not going to find it offensive, and you’re not going to find it tasteless. And I think that’s exactly what they were looking for. It just seems to fit straight into the market.’

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. 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 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. 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.” No one who comes in here from Spain has ever heard of it,’says Haye. ‘They’ll ask: “Why has that got Madrid on it?”’ But the British lager drinkers? Lapping it up, he tells us. Every last drop. 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. For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have six breweries, with our UK home in the renowned brewing town, Burton-upon-Trent, and a nearly 300-year-old cider press in Suffolk.

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