Beer drinkers stunned to make huge realisation about Madri

Even though I don't drink, my mates can't stop going on about Madri Excepcional, dubbed 'Madrid's Modern Lager'.

The Spanish branding matched with the way it's marketed has proved to be a hit in Britain.

It seems that the European-style beverage was first introduced to pubs back in 2020 and quickly became on the best selling lagers in the UK by 2022.

As non-drinker, even I can appreciate how cool the red packaging looks.

You've got this chulapo man in a cap and houndstooth waistcoat, with the stylish white font on the bottle.

However, some people are only just realising that the lager is produced by Molson Coors Brewing Company Limited - yes, the company that makes the likes of Carling and Coors.

If you're thinking 'that doesn't sound very Spanish', it's because it isn't.

Madri Excepcional is actually produced in the UK and Molson Coors has confirmed this.

Taking to X, one surprised drinker shared a FT article from British author and self-proclaimed 'beer lover' Pete Brown and wrote: "Knew I wasn’t going mad about the Madri stuff."

Brown explained: "The UK 'Spanish' lager market has grown by 73 percent over the past year and now accounts for one in five pints poured in British pubs.

"Estrella Damm and San Miguel had been doing solid, steady business for years when, in 2020, a new kid hit the block. Madrì, the self-proclaimed 'Spirit of Madrid', exploded when pubs reopened after lockdown but international flights were still problematic.

"If people couldn’t get to Spain, they could at least get a taste of it in the pub. A combination of luck, keen pricing and shrewd marketing made Madrì the most successful beer launch in history."

And social media users have been left shocked after making the discovery.

One X user wrote: "Ok my minds been blown tonight."

While another added: "It tastes great, I don't care where it's made."

Meanwhile, Karen Albert, Premium Brands Director of Molson Coors Beverage Company, has opened up on why the beer is made in the UK.

She 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.

"We've brought events to major cities across the UK, with performances from Spanish and British musicians, street food celebrating both cultures and murals created by Madrid street artists in collaboration with British artists.

"Brewing Madrí Excepcional here in the UK enables us to deliver efficiently, quickly respond to demand and, crucially, to make our beers more sustainably. Brewing in the UK reduces the miles travelled from brewery to bar or shelf and all our beers in the UK are produced using 100% renewable electricity through a power purchase agreement."