Since its launch in the UK in 2020, Madrí Excepcional beer has focused on highlighting its distinctive essence. Brewed in collaboration with the Spanish brewery La Sagra, this Spanish-style lager has been identified from the beginning with the slogan “El Alma de Madrid” (The Soul of Madrid) and a logo featuring a chulapo, a traditional Madrid figure known for his elegance and carefree character.
With a clear narrative and an approach adapted to today’s consumer, the brand has recently launched a new marketing campaign in the UK and Canada, where it debuted in 2024. Sophie Mitchell, marketing director in the UK, says that the new ads break with the usual stereotypes of the sector and reflect the modern energy of the Spanish capital. Since its birth, Madrí Excepcional has been committed to offering a differentiating experience, including the requirement that it be served in a specially designed chalice-type glass.
The results support its strategy: it currently ranks fourth in total lager sales in the UK and second in the international lager category, according to Circana and CGA data as of June 14. In addition, it has registered an annual growth of 8.2% in both the hospitality and retail channels. In Canada, its progress has been remarkable in establishments, thanks to a strategic approach that prioritized this channel.
The new advertising campaign seeks to bring to life the concept of “El Alma de Madrid,” showing a video that fuses tradition and modernity in a party on a Madrid rooftop to the rhythm of flamenco with contemporary touches. In the UK, the audiovisual piece includes the participation of Mëstiza, a duo of DJs who reinterpret flamenco with 21st century sounds, reinforcing the connection with the brand’s cultural identity.
Although young, Madrí Excepcional continues to expand its presence in markets such as Spain, Ireland, Bulgaria and Romania. In the UK, Madrí Excepcional Zero, its alcohol-free version, was recently launched, with a positive reception in both stores and bars. In turn, its iconic glass has been redesigned to reinforce its premium image. In Canada, the priority is to consolidate its presence in bars and expand into the retail channel, incorporating glass bottles into its product range.
