{"id":341227,"date":"2025-12-13T00:51:57","date_gmt":"2025-12-13T00:51:57","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/bar-magazine-developing-premium-bar-excellence-68\/"},"modified":"2025-12-13T00:51:57","modified_gmt":"2025-12-13T00:51:57","slug":"bar-magazine-developing-premium-bar-excellence-68","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=341227","title":{"rendered":"Bar Magazine | Developing Premium Bar Excellence"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div itemprop=\"articleBody\">\n<p>Madr\u00ed Excepcional has achieved a major milestone in surpassing \u00a31 billion in annual sales<sup>1<\/sup>, the brand has reported as it celebrates its fifth birthday.<\/p>\n<p>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 and is now the second-largest world lager brand in the country<sup>2<\/sup>.<\/p>\n<p>Since launch, more than 750 million pints have been sold across the country \u2013 enough to fill around 170 Olympic swimming pools, 38,700 double-decker buses, or 14 pints for every adult in the UK.<\/p>\n<p>In the on-trade, annual sales have now surpassed \u00a3880 million, representing 5.4% year-on-year growth in 2025 as the brand continues to outperform the wider category<sup>3<\/sup>.<\/p>\n<p>The milestone follows a standout year for the brand which also saw the launch of Madr\u00ed 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 on-trade sales topping \u00a31.5 million in the first six months alone<sup>4<\/sup> and the beer breaking into the top 10 no\/low lagers<sup>5<\/sup>.<\/p>\n<p>In July 2025, Madr\u00ed 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\u2019s connection to \u2018El Alma de Madrid\u2019 \u2013 The Soul of Madrid<sup>6<\/sup>.<\/p>\n<p><strong>Carlos Garcia, Founder of La Sagra Brewery, commented:<\/strong> \u201cCreating a beer that captured the vibrancy of Madrid and sharing it with drinkers worldwide was always my dream. As a first-generation craft brewer from Spain, it felt like an ambitious goal \u2013 but five years on, Madr\u00ed Excepcional has made an incredible impact in the UK, a country celebrated for its brewing heritage. I\u2019m immensely proud of what we\u2019ve achieved together with Molson Coors and excited for what the next five years will bring.\u201d<\/p>\n<p><strong>Hannah Norbury, Molson Coors Marketing Director Western Europesaid:<\/strong> \u201cCelebrating our fifth birthday with \u00a31bn in annual sales is something we\u2019re incredibly proud of \u2013 it\u2019s a real testament to the passion and hard work of everyone who\u2019s helped bring Madr\u00ed Excepcional to life. To see how quickly the brand has grown shows not only the quality of the beer, but also the amazing support from our on-trade partners and the enthusiasm of UK beer lovers.<\/p>\n<p>\u201cDrinkers have really embraced what makes Madr\u00ed Excepcional special \u2013 that unique blend of Spanish craft and British brewing heritage. Partnership and collaboration are key values here at Molson Coors \u2013 we know that two heads are better than one and we are so proud to be celebrating this amazing milestone for the brand.\u201d<\/p>\n<p>Madr\u00ed Excepcional is brewed in the UK.<\/p>\n<p><sup>1<\/sup> CGA GB On Trade Value 52 w\/e 4-Oct-25; Circana GB Off Trade Value 52 w\/e 4-Oct-25<\/p>\n<p><sup>2 <\/sup>CGA GB On Trade Value 52 w\/e 4-Oct-25; Circana GB Off Trade Value 52 w\/e 4-Oct-25<\/p>\n<p><sup>3 <\/sup>CGA GB On Trade Value 52 w\/e 4-Oct-25<\/p>\n<p><sup>4 <\/sup>CGA GB On Trade Value 24 w\/e 4-Oct-25<\/p>\n<p><sup>5<\/sup> CGA &amp; IRI, Total Trade, Value Sales, 12we 04.10.25<\/p>\n<p><sup>6<\/sup> CCS Planner Reach and Frequency, July-August 2025<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Madr\u00ed Excepcional has achieved a major milestone in surpassing \u00a31 billion in annual sales1, the brand has reported as it celebrates its fifth birthday. 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 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[1449,11654,2622,2083,565],"dealstore":[],"offerexpiration":[],"class_list":["post-341227","post","type-post","status-publish","format-standard","hentry","category-alcohol","tag-bar","tag-developing","tag-excellence","tag-magazine","tag-premium"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bar Magazine | Developing Premium Bar Excellence - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=341227\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bar Magazine | Developing Premium Bar Excellence - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Madr\u00ed Excepcional has achieved a major milestone in surpassing \u00a31 billion in annual sales1, the brand has reported as it celebrates its fifth birthday. 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