Romania: Molson Coors’ subsidiary launches Madrí Excepcional in Romania

Bergenbier S.A., part of Molson Coors Beverage Company group extends its premium portfolio with a Mediterranean-style beer which invites the consumers to discover the Madrid lifestyle, El alma de Madrid, as the slogan says. Madrí Excepcional is an urban lager with a fusion approach to the beer market, a balanced mix of traditional and new elements, The Romania Journal reported on March 13.

“The launch of Madrí Excepcional is an important step for Bergenbier S.A. and comes at an inflexion point for the premium segment, where we are observing an increasingly evident consumer transition towards affordable premium beers. Romania is one of the dynamic markets in Central and Eastern Europe, and we are one of the most active brewers in Romania in terms of beer launches. Madrí Excepcional is an important step in the growth of the category, as the new brand is a modern and urban lager that breaks the traditional patterns in the segment. In addition, for our partners, the new brand offers an exceptional growth opportunity and I am confident that it will be received with great enthusiasm by both consumers and customers”, said Mihai Voicu, General Manager Bergenbier S.A.

“We are glad to complete our portfolio with a beer as different and full of personality as Madrí Excepcional. Through all the brand executions we will invite the consumers to truly live in Spanish style as Madrí encapsulates the spirit of innovation and appeals to consumers who want to break out of the typical premium beers on the market. We will have integrated communication and unconventional campaigns, and we will be present at the most important urban events in Romania, where we promise that the experiences will be outstanding! “, added Victor Teioșanu, Marketing Director Bergenbier S.A.

Madrí Excepcional was launched in the United Kingdom in 2020, where it was a huge success, becoming the second best-selling draught lager brand in the international beer segment in 2023 by sales volume. Shortly after its launch, the brand won two prestigious awards: gold at the International Beer Challenge (IBC) in 2021 and silver at the World Beer Awards in the same year.

In Romania, Madrí Excepcional is available on the market in 330 ml bottles, 500 ml bottles, 500 ml aluminium cans, draught in partner locations, as well as 5+1 promo packages.

14 March, 2025