Madrí Excepcional has achieved a major milestone in surpassing £1 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 brewing history and is now the second-largest world lager brand in the country2.
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 on-trade, annual sales have now surpassed £880 million, representing 5.4% year-on-year growth in 2025 as the brand continues to outperform the wider category3.
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 on-trade sales topping £1.5 million in the first six months alone4 and the beer breaking into the top 10 no/low lagers5.
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 Madrid6.
Carlos Garcia, Founder of La Sagra Brewery, commented: “Creating 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 – 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 Europesaid: “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 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.
“Drinkers 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.”
Madrí Excepcional is brewed in the UK.
1 CGA GB On Trade Value 52 w/e 4-Oct-25; Circana GB Off Trade Value 52 w/e 4-Oct-25
2 CGA GB On Trade Value 52 w/e 4-Oct-25; Circana GB Off Trade Value 52 w/e 4-Oct-25
3 CGA GB On Trade Value 52 w/e 4-Oct-25
4 CGA GB On Trade Value 24 w/e 4-Oct-25
5 CGA & IRI, Total Trade, Value Sales, 12we 04.10.25
6 CCS Planner Reach and Frequency, July-August 2025
