Molson Coors Beverage Company is set to captivate Canadian beer lovers with the arrival of Madrí Excepcional this February. Having achieved immense success in the United Kingdom since its debut in 2020, the European-style lager is now positioned as Molson Coors’ most triumphant brand launch in recent decades.

Frederic Landtmeters, President of Molson Coors Canada, expressed excitement over Madrí Excepcional’s success in the UK, making it the second-largest above-premium lager in on-premise locations and the third-largest World beer across all channels. This success story is now set to unfold in Canada, where above premium world beers are gaining popularity.

Inspired by the soul of Madrid, Madrí Excepcional aims to establish itself in the Canadian market through its unique branding, authentic Spanish appeal, and exceptional taste. Brewed at 4.6% ABV, the modern Spanish-style lager embodies the essence of contemporary and traditional elements, celebrating the magic of Madrid while respecting Spain’s rich culture and traditions.

Central to the brand’s identity is the iconic “Chulapo,” representing 19th-century Madrileños famous for their style and attitude. This figure takes center stage on packaging and communication materials, symbolizing the enduring spirit of Madrid.

To bolster the brand’s introduction, Molson Coors plans a significant investment in TV, social, and digital media. High-profile partnerships and activations will highlight the brand’s alignment with progressive art, food, and music cultures. Madrí Excepcional is set to debut on draught in on-premise venues and on shelves in key retail locations across Canada in March 2024, offering Canadian consumers a refreshing and distinct choice for their beer preferences.

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SOURCE: Molson Coors Canada
PHOTO CREDIT: Molson Coors Canada