Madrí Excepcional supports Belfast Telegraph Grocer Marketing Awards

Today, the world beer category is valued at £25.6m in Northern Ireland. Overall, the category has tripled in size on the island of Ireland since 2019 (MAT data, June 2023), with Madri Excepcional emerging as the fastest growing world beer brand across the two islands.

The brand’s DNA

At the heart of Madrí Excepcional lies the essence of Madrid itself. Born from a collaboration between Molson Coors and La Sagra brewery, founded by first-generation brewer Carlos Garcia near Madrid in 2011, the brand embodies the fusion of cultures that defines the Spanish capital.

Unlike breweries with centuries-old traditions, La Sagra represents a new wave of innovation in brewing. Its youthful energy and unconventional approach are at the heart of Madri Excepcional, where 2023 marked a pivotal moment in embracing this innovative world beer in Northern Ireland.

For Madrí Excepcional, street culture isn't merely a passing trend—it is part of the brand's identity and origin story. Beyond crafting exceptional beverages, Madrí Excepcional embodies the dynamic spirit found in the streets of urban locales, from Madrid's bustling avenues to the hidden gems of Belfast's city centre.

On and Off-Trade growth

In 2023, Madrí Excepcional emerged as a standout player in off-trade sales, achieving a 200% growth from its initial modest base during the second quarter (April to June).

In parallel, the brand saw an 80% surge in on-trade sales during the same timeframe. This significant growth in the on-trade category, which expanded by 36% overall (as per MAT data, June 2023), underscores Madrí Excepcional’s exceptional performance, outpacing the category by more than double.

Understanding evolving consumer tastes

Fundamental to the brand’s recent growth has been its understanding of the consumer market. Irish drinking habits are evolving, and consumers are becoming more discerning in their choices. Madri Excepcional recognises that people are not just changing what they drink but also how they drink.

The brand’s success is not solely attributed to its exceptional taste, but also to its ability to respond to evolving trends and become an integral part of diverse consumer experiences - whether it’s enjoying a beer while dining out, at a live music gig, or attending a cultural event.

A perfect illustration of this was Madrí Excepcional’s El Alma de Madrid, hosted in The Bone Yard in Belfast. The activation brought the culture and soul of the Spanish capital to life via its delicious food and drink fused with electrifying music and vibrant street art.

In 2024, Madrí Excepcional, the Mediterranean style lager, will continue to bring ‘El Alma de Madrid’ or the soul of Madrid to nightlife and hospitality in Belfast and beyond. We are excited for what’s to come next.