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Madri Excepcional Lager Beer 24 x 440 ml (cans)

£9.9£99Clearance
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About this deal

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 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?”’

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.’

What Does Madrí Excepcional Taste Like?

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. 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

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.

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.

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.

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. 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.

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