As it celebrates the half-decade milestone, senior figures at Molson Coors, which distributes Madri in the UK, said the brand is on track to deliver another 5% uplift this year.
Speaking to The Morning Advertiser (The MA), brand marketing director Hannah Norbury said Madri has proved the brew has “stood the test of time” and its success “is not just a flash-in-the-pan.”
“Even after five years… we’re still due to grow 5% this year,” she said, adding the figure represents “a big number considering the size of the brand.”
“It’s been an absolutely amazing success story. We are now the number two world beer brand, which we’re super proud of, and Madri is still growing… it’s just gone from strength to strength.
“We’ve continued to grow distribution, increased our levels of investment behind the brand and grown awareness with consumers. It’s evolving all the time.”
Fantastic team
Despite a crowded marketplace and tightening consumer spending, Madri has remained one of the strongest performers in pubs and bars, climbing to be the third best-selling lager brand in the on-trade this year, according to the Drinks List: Top Brands to Stock in 2026.
Norbury attributed the brand’s success to having “the perfect balance” between the development and quality of the beer, its positioning and the involvement of Spanish head brewer and Madri founder Carlos García.
“The liquid is the thing that keeps consumers coming back. It’s absolutely fundamental but doesn’t always go without saying. Having a brilliant liquid consumers really enjoy and making sure we deliver that every time is really important.
“We have a fantastic brewing team who really have exceptional standards and deliver consistently,” she continued.
Founded in Spain in 2011 and introduced to the UK in 2020, Molson Coors and La Sagra Brewing Company continue to brew Madri both in the UK and in Spain.
Though García asserts the Spanish-brewed product is identical to the UK-produced version.
He described it as “the same profile of beer,” and insisted it was “not a copy,” explaining that brewing in both countries allows the brand to support sustainability goals and keep prices competitive.
Just getting started
“It’s a collaboration between La Sagra and Molson Coors”, he said. “We didn’t expect the success that we have in the UK and now we are celebrating five years. In my dreams, it was impossible.”
García added the brand’s durability comes in part from its long development, noting the recipe underwent “almost 50 brews” before its launch to achieve the right flavour profile and drinkability.
“From the beginning, we mixed traditional brewing with a creative and passionate team of beer lovers. We have always believed in doing things differently and bringing something fresh. Fusion is an important part of who we are and it pushes us to keep experimenting and creating”, he continued.
Though Norbury said the team “still feel like we’re only just getting started” with the brand despite its prosperity, with more investment planned for next year.
Alongside the core product, Molson Coors launched Madri 0% in March this year, which the marketing director said has outperformed category expectations, adding it will be a key focus for Madri going forward.
Looking ahead, both Norbury and García said there was significant headroom within the premium world beer market, signalling Madri has ambitions to continue climbing with sights firmly set on becoming the UK’s number one world beer.
For now, the focus remains on supporting operators in a continuously challenging market, maintaining product quality, and sustaining the momentum that has carried Madri through five years of ‘Excepcional’ growth.
