So despite its launch almost two years earlier, April 2022 was the month the serious Madrí marketing push kicked off, and so began our hot Madrí summer. They originated from a sense of pride for their neighbourhood where they were born and raised, famous for their vibrant and elaborate style of dress.

Since Molson Coors' launched the beer in collaboration with Spain's La Sagra brewery, Madrí Excepcional - shortened and Anglicised to Madri by drinkers - has been put behind more than 7,500 bars in the UK.If I am looking for a lager in the future, I’d definitely consider getting Madrí Excepcional once again. I do find the larger bottle you can get is too much for me whereas the size of these cans is just right. Finally, it seemed that the pandemic was behind us, with the majority of government restrictions having been lifted the month before. 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. And McLaughlin of Coors says the firm has big plans in the works to ‘continue to raise its profile even further’, so it’s certainly not going anywhere soon.

You can view information on cookie use at any time via the privacy policy link at the bottom of any page on the site. 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. It may not be reproduced in any way whatsoever without Ocado Limited's prior consent, nor without due acknowledgement. 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 has all the taste characteristics of a Mediterranean-style lager, full of flavour and aroma at 4. That's why we put him on the can, to capture this spirit and remind us to celebrate El Alma De Madrid - 'The Soul of Madrid'.