The European style premium lager, created in partnership with La Sagra brewery and launched in October 2020, has become one of the most successful beer introductions of the past decade and is now the UK’s second largest world lager brand.
750m pints
Since launch, more than 750 million pints have been sold nationwide.
In the on trade, annual sales have exceeded £880m with year-on-year growth of 5.4% in 2025, outpacing the wider category.
The brand also strengthened its position in the MA’s Top Drinks Brands to Stock in 2026 rankings, rising to third place as one of the only leading lagers to record value growth.
Low & no
The milestone marks a year that has seen the rollout of Madrí Excepcional 0.0%.
The alcohol-free variant won World Beer Awards recognition and generated more than £1.5m in on trade revenue in its first six months, breaking into the top ten no and low lagers.
Marketing investment has also stepped up, with a UK wide campaign featuring Spanish DJ duo Mestiza reaching more than 43 million consumers and reinforcing the brand’s ‘El Alma de Madrid’ positioning.
Founder of La Sagra Brewery Carlos Garcia said: “Creating a beer that captured the vibrancy of Madrid and sharing it with drinkers worldwide was always my dream. Five years on, Madrí Excepcional has made an incredible impact in the UK and I’m immensely proud of what we’ve achieved together with Molson Coors.”
Molson Coors marketing director Western Europe Hannah Norbury added: “Celebrating our fifth birthday with £1bn in annual sales is something we’re incredibly proud of. To see how quickly the brand has grown shows not only the quality of the beer, but also the support from our on trade partners and the enthusiasm of UK beer lovers.”
