Molson Coors’ Spanish-style 4.6% ABV lager Madrí Excepcional has announced the launch of a £5 million marketing push, marking the return of its advert featuring iconic Spanish DJ duo Mestiza and celebrating “El Alma de Madrid” – or “The Soul of Madrid”.
The campaign is rolling out in a phased approach to maintain visibility across the summer months, reaching more than 22 million consumers.
Video-on-demand, social and digital go live from May, with TV and out-of-home following in June.Shot in Madrid, the advert features a high-energy rooftop DJ set blending traditional flamenco with electronic music, bringing to life Madrí Excepcional’s fusion of British brewing expertise and modern Madrileño culture.
Supporting the campaign, a new gift-with-purchase mechanic will roll out across grocery, convenience and selected wholesale accounts from July.
Shoppers purchasing participating packs of Madrí Excepcional or Madrí Excepcional 0.0% will receive a branded snack tray, helping retailers give their shoppers something special and tap into demand for more premium at-home social occasions.
The launch follows a period of strong growth for Madrí Excepcional, which has become a £1 billion brand worth almost £140m in retail sales and growing 8% year on year.
Anca Secara, Marketing Controller for Madrí Excepcional at Molson Coors, comments: “Madrí Excepcional has grown into a billion-pound brand by consistently delivering premium quality, strong standout, and relevance to modern social occasions.
"With the return of our Mestiza campaign, we’re bringing the energy and spirit of modern Madrid to life at scale again this summer, ensuring the brand remains front of mind during a key trading period.
“Just as importantly, this campaign has been designed with our retail partners in mind. From high-impact marketing that drives shoppers into stores, to targeted activation like our gift-with-purchase mechanic, we’re giving retailers the tools to help convert that demand into sales.
"With premium world lager continuing to drive category growth, we’re looking forward to helping retailers maximise the opportunity this summer and beyond.”
Since launching in the UK market in 2020, and in the off-trade in 2022, Madrí Excepcional has expanded to become a must-stock portfolio brand. Its alcohol-free variant, Madrí Excepcional 0.0%, has generated over £2m in retail sales in under a year and earned recognition at the 2025 World Beer Awards, winning Bronze for Taste.
While Madrí Excepcional Limón launched exclusively with Tesco, Booker and One Stop stores at 3.4% ABV this spring to help retailers tap into growing demand for fruit beers.
With a thriving portfolio, marketing campaign, and access to POS materials and tailored activation support, retailers and wholesalers will be set up to maximise sales throughout the summer.