Madri Excepcional Lager Beer 24 x 440 ml (cans)

Product Information

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. 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.”

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.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

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 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.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.’ 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 The ROI HSE Low Risk Guidelines are less than 17 standard drinks in a week for men and less than 11 standard drinks in a week for women Madrid is famous for the passion of its people and this passion is embodied by the “Chulapos”, a group of people in Spanish society in the 19th century who were famous for their elaborate style of dress and cheeky attitude. Today, the term is used to refer to anybody from Madrid and this style and attitude lives on in modern day Madrid. 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.

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. 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. 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.

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.” He's the 'Chulapo', who were part of Madrid's society in the 19th century. 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. Today, they represent the people of modern Madrid, full of life and energy! It's this progressive spirit of modern Madrid that inspired us to make Madrí Excepcional. That was exactly the same month that Manchester Evening News reported on the new beer that was ‘everywhere’ in the UK, and the Irish Mirror asked whether the new lager that the UK was ‘obsessed’ with was about to ‘take over’ Irish pubs too. It was the same month that LADbible sent out its Madrí lager appreciation tweet with no explanation whatsoever. This received nearly 13,000 likes and rather a lot of suspicious comments. One said: ‘I’m increasingly convinced it’s a marketing tool for something else and not a real lager.’ 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? 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.

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. 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?”’ 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.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 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.