Molson Coors: How a newcomer rewrote the rulebook of Mediterranean-style lagers

Molson Coors, a brewery, teamed up with entrepreneurial La Sagra to create a new brand of lager, Made Excepcional, in the UK to disrupt the world lager category and bring progressiveness and modernity to consumers.

Executive Summary

Ah, the Mediterranean...

Lazy afternoons spent lounging on sun-drenched beaches or tucked away on cobbled streets. Blue skies, friends and family round the dinnertable, laughter in the air. A picture-perfect holiday.

And, in your hands, a bottle ofpremium world beer. Chilled to perfection.

Why change a thing?

Well, because there's no bigger cliché. Look past the sunshine, the heritage and ads that could as easily be selling pasta sauce or tourism councils, and you'll see a world beer category missing out on the vibrancy and pace that world beer drinkers crave.

And to break into the competitive Mediterranean-style...

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