Madrí Excepcional is a unique collaboration between Spain and the UK. With all the taste characteristics of a Mediterranean-style lager, full of flavour and aroma with a light golden colour, Madrí Excepcional is the perfect drink to enjoy out and about whilst soaking up the culture of the city.
Madrí Excepcional is the product of an exciting collaboration between Molson Coors and La Sagra Brewery, a young innovative brewery with quality and taste at the heart. La Sagra brewery was founded by Carlos Garcia, a first-generation brewer born in Madrid. Madrí Excepcional brings new thinking and creativity to Spanish brewing techniques resulting in a smooth, refreshingly balanced taste.
“It has been such an exciting couple of years for Madrí Excepcional, and it is so great to see people enjoying it across the UK especially as we head into the summer months. We have a lot of exciting projects in the pipeline and we are extremely excited to see what the future holds for Madrí Excepcional.”
Sophie Mitchell, Senior Brand Manager, Madrí Excepcional
With all the taste characteristics of a Mediterranean-style lager, Madrí Excepcional is full of flavour and aroma at 4.6% ABV. It is crisp, clean and refreshing, with a smooth, well-rounded taste profile and a short, bitter finish. Madrí Excepcional has rich, sweet malt leads paired with a subtle biscuit and yeasty earthiness. Its delicate sweetness combined with a pleasing bitterness gives it a clean finish and pleasing aftertaste making it the ultimate tipple this summer.
Madrí has also recently launched Conectada, the exclusive and fully immersive connected experience that connects you to your nearest Madrí wherever you are in the UK, so fans of the beer will always be able to find their favourite refreshment easily this summer! I’ve personally noticed I’m never more than 5 miles away from a Madrí!
Getting in the spirit of things from the outset, users enter the mobile platform by scanning the on pack QR code and using their voice to say fun phrases such as ‘Salud’ (cheers) or ‘Pinchos’ (a form of tapas) which celebrate ‘the soul of Madrid’. On (virtual) entrance through the iconic Madrí Excepcional ‘Door roja’, users are encouraged to learn about the beer’s story and its origins in the La Sagra brewery, founded by Carlos Garcia, a first-generation brewer born in Madrid. By answering simple questions and speaking Spanish phrases Madrí Excepcional fans can access rewards such as 10% off orders of Madrí Excepcional at Revl, the online drinks shop.
A first for any beer brand, the Conectada platform connects and can be accessed via various consumer touchpoints including public events, packaging, social media and out of home advertising so Madrí Excepcional fans can easily to embrace the essence of the Mediterranean style beer. Developed in collaboration with leading IoT solutions partner Sharp End / io.tt, the Madrí Excepcional Conectada platform takes a user’s location and creates a personalised and exclusive map of their nearest Madrí Excepcional venue takeovers and sampling activity, plus outlets stocking Madrí Excepcional, so fans of the beer will always be able to find their favourite crisp refreshment easily this summer.
