Launched by Molson Coors Beverage Firm in partnership with La Sagra brewery in October 2020, the European-style lager has seen on-trade annual gross sales surpass £880 million, representing 5.4% year-on-year development in 2025.
“Making a beer that captured the vibrancy of Madrid and sharing it with drinkers worldwide was all the time my dream. As a first-generation craft brewer from Spain, it felt like an formidable aim – however 5 years on, Madrí Excepcional has made an unbelievable impression within the UK, a rustic celebrated for its brewing heritage. I’m immensely happy with what we’ve achieved along with Molson Coors and excited for what the subsequent 5 years will convey,” stated Carlos Garcia, founding father of La Sagra Brewery.
Hannah Norbury, Molson Coors advertising director Western Europe, added: “Celebrating our fifth birthday with £1bn in annual gross sales is one thing we’re extremely happy with – it’s an actual testomony to the fervour and arduous work of everybody who’s helped convey Madrí Excepcional to life. To see how rapidly the model has grown exhibits not solely the standard of the beer, but additionally the superb assist from our on-trade companions and the keenness of UK beer lovers.”
