UK: Molson Coors launches Madrí Excepcional 0.0% in the UK

Molson Coors Beverage Company has launched Madrí Excepcional 0.0%, a zero-alcohol version of its popular Spanish style lager, which was created in partnership with La Sagra brewery in Spain, Belfast Telegraph reported on April 16.

As consumer demand for no- and low-alcohol world beer continues to grow, the alcohol-free lager has hit supermarket and convenience shelves and venues across Northern Ireland this month.

The number of drinkers choosing to moderate has also increased dramatically, up by 2.2m between 2016 and 2023, with more than half (53%) of 18–34-year-olds, and 59% of UK’s total adult population now trying to drink less alcohol. Some 64% of these no- and low-alcohol drinkers do so during at-home occasions.

Ann-Marie Brown, Customer Activation Manager NI at Molson Coors Beverage Company, said: “Consumers increasingly expect to see a no- and low-alcohol versions of their favourite beers. With Madri Excepcional fast becoming the flagship brand in the world beer category, launching 0.0% is a natural evolution for us.

“It means consumers can stick with one of their favourite beers, even when looking to moderate, and enables retailers to better cater for a growing no- and low-alcohol market, while still tapping into the popularity of the Madri Excepcional brand."

Madrí Excepcional is now the no.5 world beer brand, and the 6th fastest growing of the top 20 lagers in the UK off trade, worth over £123m in retail and growing sales by 9.3% over the last year.

The 0.0% version, which has launched in 4x330ml glass bottle multipacks, is created using cutting edge technology to remove alcohol which retains the refreshing flavour drinkers expect from Madrí Excepcional.

Simon Smith, Head of R&D and Innovation at Molson Coors Beverage Company, said: “Madri Excepcional 0.0% is brewed using cutting edge technology which is proven to retain the best flavour and quality, resulting in the same well-rounded taste profile as Madrí Excepcional, and a crisp, clean and refreshing beer full of flavour and aroma."

In consumer testing, Madrí Excepcional 0.0% was preferred to other zero-alcohol world beers for taste, appearance, aftertaste and mouthfeel.

The rollout will be backed by a multi-million-pound marketing campaign, including advertising, PR, paid social, and a programme of influencer activity. Madrí Excepcional and its alcohol-free variant will both appear in a brand-new TV ad later this year.

Madrí Excepcional will be unveiling a new experience on its Conectada platform to support the launch of Madrí Excepcional 0.0% in April 2025.

18 April, 2025