Madrí Excepcional: Madrí Manía

Molson Coors, a brewery, collaborated with artisanal breweries, La Sagra, to introduce a new lager in the UK, Madrí Excepcional, and make an impression in the competitive world beer segment.

Madrí Manía: How a newcomer rewrote the rulebook of Mediterranean-style Lagers

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 dinner table, laughter in the air. A picture-perfect holiday.

And, in your hands, a bottle of 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...

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