Molson Coors Beverage Company is set to launch Madrí Excepcional in Canada, bringing the U.K.’s fastest-growing beer brand – and Molson Coors’ most successful European innovation to date – to North America.
THE BIG PICTURE
The Spanish-style lager, developed in concert with Spanish brewery Cerveza La Sagra, beefs up Molson Coors’ above premium portfolio in Canada and is aimed at urban trendsetters who are increasingly picking up European-style beers, says Fred Landtmeters, president of Molson Coors in Canada.
“In short, we’re looking for growth and continued premiumization of our portfolio in Canada,” he says. “There’s no doubt in my mind there are above premium growth opportunities in the space of European beers. The numbers don’t lie.”
ZOOM IN
Launched in the U.K. in 2020, Madrí Excepcional quickly won over beer drinkers, becoming the country’s second-largest above premium lager in the on-premise and the third-largest world beer in the U.K.’s total trade in the third quarter of 2023. It grew brand volume by more than 50% in the U.K. in Q3 versus last year.
Starting in March, Madrí Excepcional will be sold on draught in on-premise venues, where it's served in a signature glass, and in six- and 12-packs of 473-mL cans in key retail locations across Canada. Madrí Excepcional will be brewed in Canada.
It joins Molson Coors’ above premium roster in Canada, which includes Miller Lite and Blue Moon.
- Miller Lite and Blue Moon had a solid 2023, notching 50% and 46% growth, respectively, according to Beer Canada data through November.
European beers are a growth area in the Canadian beer market, representing one of every four above premium beers sold, Landtmeters says, citing Beer Canada data.
- European beers are outpacing the growth of total beer in Canada by 15%, according to Beer Canada. Molson Coors is also bringing the beer to select European markets this year.
The ‘soul of Madrid’
Madrí Excepcional, a 4.6% alcohol by volume lager, and has all the taste characteristics of a modern Spanish-style lager – crisp, smooth and refreshing.
Its packaging features a dapper gent, a chulapo, representing a group of people in 19th-century Madrid known for their elaborate dress and cheeky attitude. Today, the term is often used to describe people from the area and the sense of style and attitude that lives on in and around Madrid.
With its authentic Spanish roots – La Sagra is a Molson Coors partner located near Madrid in Toledo, Spain – Madrí Excepcional aims to capture “el alma de Madrid,” or the soul of Madrid with distinct, modern and urban branding that’s reflective of the city.
“There’s increased interest in Spanish culture and cuisine among Canadians, so we know there’s fertile ground for a beer like Madrí Excepcional,” Landtmeters says.
- “El alma de Madrid” will factor heavily into Madri Excepcional’s spring marketing push, which will include TV, digital and out-of-home ads, as well as a robust sampling program across Canada.
The beer has already had a positive response from customers during the pre-launch phase, Landtmeters says, affirming Molson Coors’ decision to bring the soul of Madrid to Canada.
“The uniqueness of the brand and its flavor convinced our customers that Madrí Excepcional will add value to the category,” Landtmeters says. Molson Coors is also bringing the beer to select European markets this year.
THE BOTTOM LINE
Madrí Excepcional joins Molson Coors’ Canadian portfolio at an exciting time for the company. In the third quarter of 2023, Molson Coors’ Canadian brands grew share in every region of the country and in every segment. Through the third quarter of 2023, Coors Light is the top-selling light beer in the country. Molson brands, Miller Lite and Blue Moon are all growing, and Molson Coors’ flavor portfolio grew more share than any other brewer going into Q3.
“We have a very powerful portfolio,” Landtmeters says. “The addition of Madrí Excepcional complements it perfectly and we think it’s the right beer to bring more drinkers into our portfolio.”