Molson Coors is to extend its Spanish-style lager Madrí Excepcional into alcohol-free.
Madrí Excepcional Zero will hit supermarket and convenience shelves across the UK from next month in a 4x330ml glass bottle format (rsp: £4.75).
Some 59% of Britain’s total adult population were trying to drink less alcohol, said Molson Coors, citing Kantar and Mintel data.
Therefore, an alcohol-free extension was a “natural evolution” of the Madrí brand, said Sophie Mitchell, marketing controller at Madrí Excepcional.
“Consumers increasingly expect to see a no- and low-alcohol versions of their favourite beers,” she said.
Offering alcohol-free versions of brews like Madrí enabled “retailers to better cater for a growing no- and low-alcohol market”, while still tapping into the popularity of flagship brands, she added.
Madrí Excepcional Zero was brewed with “cutting-edge technology” to retain flavour and quality, claimed Molson Coors head of R&D and innovation Simon Smith.
This resulted in “the same well-rounded taste profile as Madrí Excepcional, and a crisp, clean and refreshing beer full of flavour and aroma,” he added.
The launch would be backed by “a multimillion-pound marketing campaign” comprising advertising, PR, paid social, and a programme of influencer activity, Molson Coors said.
Both Madrí Excepcional and its alcohol-free variant would appear in a brand new TV ad later this year, it added.
Madrí has been one of the most successful new launches in beer and cider in recent years. First introduced in the off-trade in 2022, the brew is now worth almost £123m, having grown sales by 9.3% last year [Circana 52 w/e 25 January 2025].
Despite its name and Spanish-style branding, the beer is brewed by Molson Coors in the UK to a recipe designed in partnership with La Sagra brewery in Spain.
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