Brits urged to try ‘authentic’ beer after Birra Moretti and Madri revelation
Brits shocked after discovering the truth behind their pints of Birra Moretti and Madri have been urged to try an 'authentic' beer to get over the revelation.
Madri and Birra Moretti are two of the more popular, premium priced lagers you can buy on draught in pretty much every pub or bar in the United Kingdom.
If there's not one, you're almost bound to find the other.
But the truth behind the two tipples is a little different to what you might be thinking.
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No, they're not brewed in the heart of Spain and Italy.
Instead, we need to travel to sunny Manchester and Tadcaster, right here in Blighty.
Despite research showing that thousands of Brits favoured 'foreign' pints like Madri and Moretti, the truth is that they're actually brewed on British soil.
Don't be too annoyed if you were duped. After all, clever advertising has played a huge part in making us presume that the nice cold beer we're drinking came a long way before ending up in a pint glass in the UK.
It's all for good reason, with half of people aged 28 to 43 saying that they were happy to pay more for a premium 'continental' beer rather than anything made in Britain.
That £6 is suddenly feeling a little bitter.
Well, for Brits after something that is actually from the place portrayed in the advertising and on the bottle or beer pump, there's one brand of lager that might be the one for you.
"There is no way we could brew elsewhere in the world and still be considered authentically Czech," said Adam Broz, who is the head brewer of said beer.
The beer in question? Budweiser Budvar.
Absolutely nothing to do with the Budweiser from over in the USA, it is an incredibly popular beer from the Czech Republic.
Owned by the Czech government, it is entirely committed to keeping production inside the country, and has a story that most breweries would kill for, with just 10 head brewers having run the show in its 129-year history.
On the authentic nature of their lager, Broz told the BBC: "Firstly there are the ingredients. To be authentic you need quality, local Czech ingredients... and there is no other place with identical water like our brewery's natural well.
"Secondly, there is the equipment of the brewery... if you have two breweries, they won't always have exactly the same geometry or size, and you could end up with significant differences despite using the same recipe."
Budvar offers an increasingly rare phenomenon in the world of beer, with it still brewed where it was made and exported across the globe.
A spokesperson for Heineken UK, which brews Moretti, previously told the BBC that the lager is 'brewed all over the world to the same l'autentica recipe, using the same ingredients and crafted to the same quality standards' as when it was brewed in Italy.
With Madri boasting a 'soul of Madrid' slogan but being brewed in the Yorkshire town of Tadcaster, those behind the creation said it was made with authentic Spanish influence.
Karen Albert, Premium Brands Director of Molson Coors Beverage Company, previously said: "Madrí Excepcional was created through a unique collaboration between Molson Coors and La Sagra Brewery, which is based close to Madrid, combining the craft and skill of innovative Spanish brewer Carlos Garcia at La Sagra and our Molson Coors master brewers in the UK.
"Our partnership with Carlos and La Sagra is built on celebrating this fusion of British and Spanish culture, taking inspiration from the vibrancy and diversity of modern Madrid."
Topics: Alcohol, Food And Drink, Pubs, UK News, Lifestyle
Tom Earnshaw