Madrí Excepcional has stirred controversy regarding its authenticity
Molson Coors is expanding its presence in the growing alcohol-free beer market with the introduction of Madrí Excepcional 0.0% in the UK. The new variant is designed to complement the existing 4.6% ABV version, which has rapidly gained popularity since its 2020 launch.
Since its debut five years ago, Madrí Excepcional has stirred controversy regarding its authenticity.
The product is riding the wave of success of local "Latin" beers such as Peroni, Birra Moretti, and Corona, which aim to bring consumers closer to the Mediterranean or Latin American lifestyle. However, while the brands mentioned above also have a success story in their home countries, Madrí Excepcional is purely a marketing product that is virtually unknown in its country of origin.
Madrí is brewed at Molson Coors’ Tower Brewery in Tadcaster, Yorkshire, alongside brands such as Carling, Coors, Pravha, and Staropramen. The strong Spanish branding, including the name "Madrí", the imagery such as the Chulapo figure (a traditional Madrid native), and the claim ‘El Alma de Madrid’ (The Soul of Madrid), has led to accusations of misleading consumers. Molson Coors claims that the product was developed in collaboration with Spain’s La Sagra Brewery, located near Madrid, which is since 2017 part of the group.
According to Sophie Mitchell, marketing controller at Madrí, the launch of a 0.0% version aligns with consumer demand. “Consumers increasingly expect to see a no- and low-alcohol version of their favourite beers. With Madrí Excepcional fast becoming the flagship brand of the world beer category, launching 0.0% is a natural evolution for us.”
Molson Coors’ Simon Smith, head of R&D and innovation, describes the alcohol-free beer as “crisp, clean, and refreshing,” retaining its full flavour thanks to advanced brewing technology. A new marketing campaign, including a television advert, is expected later this year.
The UK’s non-alcoholic beer market has seen significant growth, with IWSR data from January indicating that alcohol-free beer now makes up over 2% of total drinks sales. Preliminary figures suggest that sales in this category increased by 20% year-on-year from 2023 to 2024.
Molson Coors has been actively investing in non-alcoholic versions of its portfolio, including Blue Moon Belgian White and Peroni Nastro Azzurro, as it seeks to capitalize on the growing demand for alcohol-free options.
