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,...

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