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Molson Coors Launches Madrí Excepcional In Ireland

Molson Coors Beverage Company (MCBC) has announced its first collaboration with the Spanish La Sagra Brewery, with the launch of Madrí Excepcional – a new, modern European-style lager.

Madrí Excepcional will be available exclusively on draught in on-premise venues across the UK and Ireland from 19 October.

Madrí Excepcional aims to capture ‘El alma de Madrid’ or ‘the Soul of Madrid’ and has all the taste characteristics of a modern European-style lager, the brewer explained.

The crisp, clean and refreshing liquid is full of flavour and aroma, at 4.6% ABV, with a light golden colour and a smooth, well-rounded taste profile, with a short bitter finish, the brewer added.

‘Diverse Cultures’

Carlos García Sánchez, founder and CEO of La Sagra Brewery, said, “La Sagra is founded on taking the best of the diverse cultures that surround us and applying innovative brewing techniques to create great-tasting beers that stand out from the crowd.

“These principles are shared by Molson Coors, and by working together, we’ve created something really special in Madrí Excepcional – a unique fusion of the chulapo way of life and British brewing heritage.”

Initially, Madrí Excepcional will be available to the on-trade, however, MCBC noted that it aims for it to be available to the off-trade across the UK by the end of 2021.

Article by Checkout magazine.

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