Madri Excepcional, the new beer that is 'everywhere' in the UK, where has Madri come from?

You may have noticed a newcomer in the pumps since pubs reopened after the lockdowns.

Madrí Excepcional, a Spanish style lager, appears to have taken the UK by storm since it was first launched in October 2020. Just search the word "Madri" on social media and you'll see posts about it being "everywhere" at the moment.

Since Molson Coors' launched the beer in collaboration with Spain's La Sagra brewery, Madrí Excepcional - shortened and Anglicised to Madri by drinkers - has been put behind more than 7,500 bars in the UK. Madri is the sixth best-selling world lager, in terms of value, in the country, says its brewer. Not bad for a drink you'd never heard of before the pandemic.

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Madri already appears to have built up a cult following. As @lukesnells' viral tweet, shared more than 1,800 times, says: "Tell you what the rise of Madri up the beer pyramid has been nothing short of sensational. Pint, can, bottle, it can do it all. Could soon be knocking Moretti off the summit."

You can expect to hear more and more about Madri. Major supermarkets now stock the beer and its brewer will be promoting it heavily this summer.

Molson Coors marketing controller Ryan Mclaughlin said: “Madrí Excepcional has taken the UK by storm since it launched, tapping into consumers’ love for exciting, premium new world beers. Given it has only been available for eighteen months, with the majority of those having been in a lockdown, its popularity is a real testament to the brand and its great taste experience."

Launched in the UK and Ireland market in October 2020, Madrí Excepcional is described as a "modern-European style lager". It