Molson Coors Beverage Company is seizing the growing fruit beer opportunity with the launch of Madrí Excepcional Limón, a new flavoured lager arriving in Booker and One Stop stores nationwide.
Launching this month in 4x440ml can multipacks at 3.4% ABV, the brand’s latest innovation is designed to help meet rising demand in the fruit beer segment – combining Madrí Excepcional with natural lemon flavouring. The premium lager has a fresh, zesty lemon aroma and a taste of lemon and other citrus fruits that are naturally sweet and balanced. The finish is lightly tart with a subtle, refreshing sweetness.
Now worth £43m in the UK off-trade, fruit beer is emerging as one of the fastest-growing segments in beer, helping to attract new shoppers to the category. With lemon highlighted as the flavour with the strongest appeal among fruit beer drinkers, Madrí Excepcional Limón is well-placed to meet this demand by offering a great-tasting option from a familiar, premium brand.
Madrí Excepcional Limón joins the brand's expanding portfolio alongside Madrí Excepcional (4.6% ABV) and Madrí Excepcional 0.0%. Launched by Molson Coors Beverage Company in partnership with La Sagra brewery in October 2020, the European-style premium lager has been one of the most successful new beer launches in UK brewing history.
Madrí Excepcional is now the second-largest world lager in total trade by value, and a £1 billion brand. In the off-trade, annual sales now near £140m, representing 9.5% growth year on year.
“Fruit beer is one of the most exciting areas of the category right now, and we are thrilled to help retailers tap into the opportunity with the launch of Madrí Excepcional Limón,” said Anca Secara, Marketing Controller for Madrí Excepcional at Molson Coors.
“The latest innovation offers a refreshing, premium quality fruit beer option to support year-round occasions, and particularly key seasonal moments such as BBQs, picnics and bank holiday gatherings as we approach the summer months.
"We've built Madrí Excepcional into a billion-pound brand by staying responsive to the trends we’re seeing in the market. Madrí Excepcional Limón is the next step in that journey – expanding our occasion repertoire while helping retailers meet growing demand for the fruit beer category."
The launch of Madrí Excepcional Limón will be supported by a tailored marketing plan, with a targeted digital campaign to drive brand awareness, and in-store point-of-sale materials and on-site activations encouraging trial and purchase.