Molson Coors Beverage Company is launching a new 4x440ml can format for Madrí Excepcional 0.0%, the alcohol-free variant of its £1 billion world lager brand.
Rolling out across the UK off-trade from March 2026, the new format offers shoppers a more convenient, accessible pack size, helping retailers tap into the growing low- and no-alcohol lager opportunity across a broader range of occasions.
With more consumers choosing to moderate, demand for premium options continues to grow, with premium brands now accounting for two-thirds of all no- and low-alcohol lager volumes. Madrí Excepcional 0.0% has quickly become a must-stock line, generating over £2m in retail sales in under a year and earning recognition at the 2025 World Beer Awards, winning Bronze for Taste.
Alcohol-free 4x440ml can formats are also in growth, up 5.6 per cent year on year, as shoppers increasingly look for convenient options that can easily be enjoyed during outdoor socialising occasions.
The new Madrí Excepcional 0.0% 4x440ml cans respond directly to this trend, giving retailers a premium, trusted alcohol-free option from one of the UK’s bestselling beer brands.
“We've built Madrí Excepcional into a billion-pound brand by staying responsive to what consumers want and what retailers need – and the same strategy applies to our 0.0% variant,” said Anca Secara, Marketing Controller for Madrí Excepcional at Molson Coors.
“We've had strong demand from retail customers for a can format of Madrí Excepcional 0.0%, so it’s great to be able to deliver this. The new Madrí Excepcional 0.0% 4x440ml cans will set retailers up for success this summer and beyond, helping them tap into a broader range of occasions by offering a more convenient, accessible format for shoppers seeking premium, great-tasting options when they choose to moderate.”
The new 4x440ml can formats of Madrí Excepcional 0.0% is rolling out across the wholesale and convenience channels now.