Madrí Excepcional has achieved a major milestone in surpassing £1 billion in annual sales as it celebrates its fifth birthday.
Launched by Molson Coors Beverage Company in partnership with La Sagra brewery in October 2020, and brewed in the UK, the European-style premium lager has been one of the most successful new beer launches in UK brewing history and is now the second-largest world lager brand in the country.
Since launch, more than 750 million pints have been sold across the country – enough to fill around 170 Olympic swimming pools, 38,700 double-decker buses, or 14 pints for every adult in the UK.
In the off-trade, annual sales now near £140m, representing 12 per cent year-on-year growth in 2025 as the brand continues to outperform the wider category.
The milestone follows a standout year for the brand which also saw the launch of Madrí Excepcional 0.0%. The alcohol-free variant has already been recognised at the World Beer Awards in the taste and no-and-low categories, with off-trade sales topping £1 million in the first eight months alone and the beer breaking into the top 10 no/low lagers.
In July 2025, Madrí Excepcional also launched its new above-the-line campaign featuring Spanish DJ duo Mestiza, successfully reaching more than 43 million consumers across the UK and reinforcing the brand's connection to "El Alma de Madrid" - The Soul of Madrid.
"Creating a beer that captured the vibrancy of Madrid and sharing it with drinkers worldwide was always my dream," said Carlos Garcia, Founder of La Sagra Brewery. "As a first-generation craft brewer from Spain, it felt like an ambitious goal – but five years on, Madrí Excepcional has made an incredible impact in the UK, a country celebrated for its brewing heritage. I’m immensely proud of what we’ve achieved together with Molson Coors and excited for what the next five years will bring."
Hannah Norbury, Molson Coors Marketing Director Western Europe said: "Celebrating our fifth birthday with £1bn in annual sales is something we’re incredibly proud of – it’s a real testament to the passion and hard work of everyone who’s helped bring Madrí Excepcional to life. To achieve so much, so quickly, demonstrates both Madri’s exceptional quality, the vital role played by our off-trade customers, and our ability to deliver something truly distinctive to UK beer enthusiasts.
“UK shoppers have really embraced what makes Madrí Excepcional special – that unique blend of Spanish craft and British brewing heritage. Partnership and collaboration are key values here at Molson Coors – we know that two heads are better than one and we are so proud to be celebrating this amazing milestone for the brand.”