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Since its launch in 2020 in the UK, Madri Exceptional has a favourite logo for UK pub lovers and is the best-performing new Molson Coors logo over the past 20 years.
TORONTO, Jan. 31, 2024 /PRNewswire/ — Molson Coors Beverage Company (“MCBC” or “Molson Coors”) (NYSE: TAP) (NYSE: TAP. A) is pleased to introduce Madrí Exceptional to beer lovers in Canada at the beginning of the year. this February. After a hugely successful debut in the UK in 2020, Madri Exceptional has temporarily become one of the most popular logos in the UK pub and grocery scene. Inspired by El Alma de Madrid, Madri Exceptional is the first collaboration between Molson Brasserie Coors and La Sagra near Madrid. The result is a European-style lager that ranks on Molson Coors’ list of premium offerings and has been cited as the launch of a new logo that has been the company’s most successful in recent decades.
“We’re thrilled with Madrí Excepcional’s success in the U.K., Molson Coors’ most successful European innovation. In just three years, the brand became the second largest above-premium lager in on-premise locations and the third-largest World beer across all channels in the UK,” said Frederic Landtmeters, President of Molson Coors Canada. “Above premium world beers are growing in Canada, and Madrí Excepcional aims to establish itself as a standout player in the market through its distinct branding, great taste, and authentic Spanish appeal. We expect the beer’s distinctive Spanish vibe to connect with Canadian consumers, offering a refreshing choice for beer enthusiasts.”
Madrí Exceptional aims to capture “The soul of Madrid” and has all the characteristics of a trendy Spanish-style lager: crisp, elegant and refreshing; made with 4. 6% ABV.
The core and soul of this logo lies in the magic of fresh Madrid: modern, progressive and urban. However, it never loses sight of the rich culture and traditions that have been cultivated in Spain for thousands of years. This fusion of innovation and heritage is what sets the logo apart and makes it truly exceptional. The logo is embodied through the “Chulapo”, which represents a group of characters from nineteenth-century Madrid, who stand out for their elaborate taste and insolent attitude. This unique figure occupies a central position on product packaging and in the media. Today, the term is used to refer to the other people of Madrid and the spirit of the original Chulapo that lives on in them.
The launch will be bolstered by a significant investment, fueling brand exposure through TV, social, and digital media. High-profile partnerships and activations will emphasize the brand’s alignment with progressive art, food, and music cultures.
In March 2024, Madrí Exceptional will be available in preview at local retail outlets and on the shelves of major outlets across Canada.
About Molson Coors Beverage Company
For more than two centuries, Molson Coors has crafted beverages that bring others together to celebrate all of life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling and Staropramen to Coors Original, Blue Moon Belgian White, Blue Moon Light, Vizzy Hard. Seltzer, Leinenkugel’s Summer Shandy, Creemore Springs, Hop Valley, and more, Molson Coors produces many beloved and iconic products. Beer brands. While the company’s history is rooted in beer, Molson Coors offers a trendy line that also extends beyond the beer aisle. Our environmental, social and governance strategy is aimed at other people and the planet with a strong commitment to raising industry standards and leaving a positive footprint. footprint on our employees, consumers, communities and the environment.
Learn more about Molson Coors Beverage Company by visiting molsoncoors. com, MolsonCoorsOurImprint. com, or on Twitter @MolsonCoors.
SOURCEMolson Coors Canada
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