The Cultural Revolution in a Bottle

Client: Molson Coors | Madrí Excepcional

Madrí Excepcional’s entry into the Lager and World Lager category has been notable. However, it needed to continue to build on this success and not rest on its laurels. In a market crowded with established brands, Madrí Excepcional needed to stand out and champion its brand, culture and taste to the consumer. In 2023, it did just that with a multi-channel, multi-format, multi-partner and multi-reaching campaign that straddled three strategic pillars to build salience, create substance and shift sips of the premium-tasting beer.

Madrí Excepcional achieved this by some margin in 2023, with its campaign reaching 94% of the UK’s lager drinkers, creating eye-popping media activations both in the traditional and experiential space and generating over 215 million sales in pints/bottles, with no other lager brand putting more money into On-Trade tills than Madrí Excepcional in the UK.