Madrí Excepcional

Madrí Excepcional es una cerveza producida en Reino Unido por Coors en conjunto con la cervecera española La Sagra.

Tipo

La cerveza es una lager de estilo europeo^[1] con una graduación alcohólica de 4,6 grados.^[2]

Historia

Se introdujo en los pubs británicos en 2020^[3], y para 2022, debido al intenso marketing en las redes sociales^[4] se convirtió en una de las diez cervezas lager más vendidas en el Reino Unido.^[5] Las ventas fuera de comercio comenzaron en 2022.^[6]

Marketing

El diseño del envoltorio utiliza el rojo y presenta a un tradicional chulapo madrileño con gorra y chaleco de pata de gallo, recordando a la imagen de marca de la cervecera Moretti. Hace uso de conceptos españoles, utilizando el lema "El Alma de Madrid ", aunque se elabora en Tadcaster^[7]^[8], que durante mucho tiempo ha sido un centro para la elaboración de cerveza británica. La cerveza está dirigida al extremo premium del mercado de lager.^[9]

Referencias

↑ The Drinks Business https://www.thedrinksbusiness.com/2022/05/madri-excepcional-beer-takes-social-media-by-storm/
↑ Scottish Licensed Trade News https://sltn.co.uk/2020/11/05/brewers-bring-us-sunshine/
↑ Beer Guild https://www.beerguild.co.uk/news/molson-coors-launches-madri-excepcional-a-new-collaboration-with-la-sagra-brewery/
↑ Time Out https://www.timeout.com/uk/food-and-drink/what-is-madri-lager-and-how-did-it-take-over-british-pubs
↑ Morning Advertiser https://www.morningadvertiser.co.uk/Article/2022/10/03/beer-report-2022-volume-sales-down-post-pandemic
↑ The Grocer https://www.thegrocer.co.uk/new-product-development/molson-coors-launches-madri-excepcional-beer-into-off-trade/664870.article
↑ BBC News https://www.bbc.co.uk/news/business-63901215
↑ York Press https://www.yorkpress.co.uk/news/23341775.record-breaking-beer-madri-brewed-not-madrid-tadcaster/
↑ Economist https://www.economist.com/britain/2022/11/17/who-speaks-for-the-great-british-lad

[1] The Drinks Business https://www.thedrinksbusiness.com/2022/05/madri-excepcional-beer-takes-social-media-by-storm/

[2] Scottish Licensed Trade News https://sltn.co.uk/2020/11/05/brewers-bring-us-sunshine/

[3] Beer Guild https://www.beerguild.co.uk/news/molson-coors-launches-madri-excepcional-a-new-collaboration-with-la-sagra-brewery/

[4] Time Out https://www.timeout.com/uk/food-and-drink/what-is-madri-lager-and-how-did-it-take-over-british-pubs

[5] Morning Advertiser https://www.morningadvertiser.co.uk/Article/2022/10/03/beer-report-2022-volume-sales-down-post-pandemic

[6] The Grocer https://www.thegrocer.co.uk/new-product-development/molson-coors-launches-madri-excepcional-beer-into-off-trade/664870.article

[7] BBC News https://www.bbc.co.uk/news/business-63901215

[8] York Press https://www.yorkpress.co.uk/news/23341775.record-breaking-beer-madri-brewed-not-madrid-tadcaster/

[9] Economist https://www.economist.com/britain/2022/11/17/who-speaks-for-the-great-british-lad

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