Madrí Excepcional
British lager beer
From Wikipedia, the free encyclopedia
Madrí Excepcional is a British beer developed in Burton on Trent[1] by Coors, the parent company of Carling, with some input from their Spanish brewery subsidiary in Toledo, La Sagra; it is manufactured in Tadcaster, England.[2] In 2024, it was the fourth most sold lager in the UK.[3] It is also brewed in Canada by Molson Coors for the Canadian market.[4]
Style
Presence
Marketing
The packaging uses a red design featuring a chulapo man in a cap and houndstooth waistcoat, echoing the Moretti branding. It trades heavily on its Spanish associations, using the slogan "El Alma de Madrid" ("the soul of Madrid"); however, it is brewed in Tadcaster,[10][11] which has long been a centre for British brewing. The beer is aimed at the premium end of the British and Irish lager market.[12]
The beer's overtly Spanish branding has drawn accusations of dishonesty and inauthenticity, with The Sunday Times describing Madrí as "the biggest illusion in British brewing history".[13] Although Molson Coors claims that Madrí was created in partnership with its Toledo La Sagra subsidiary and promotes the beer under the slogan "the Soul of Madrid", the brewery is not known in the city; Mahou and El Águila are more popular amongst Spanish beer drinkers.[14]
Legal proceedings
In December 2025, an application for a declaration of invalidity was filed with the European Union Intellectual Property Office against the Madrí Excepcional figurative European Union trade mark (EUTM No. 018292728). The application concerns the typographic elements used in the brand's visual identity.[15]
